Henderson, Nev. — The folks at fairlife LLC don't see themselves as just another milk company.
Far from it.
So they certainly didn't want just another gable-top milk carton or high density polyethylene jug to bring their product to the market.
Milk is seen by many buyers as a commodity purchase that's really not even thought about, according to fairlife CEO Steve Jones.
Need milk. See milk. Buy milk.
But the fairlife brand aims to do things differently and its bottle was developed with the help of brand strategy and design firm Kaleidoscope of Chicago and the PET bottle experts at Plastic Technologies Inc. of Holland, Ohio.
The result, designers said at the Packaging Conference in Henderson, is an iconic bottle for an iconic brand.
Jones sees fairlife's packaging as a way to shake up the milk-buying experience for consumers.
“It was critical to the whole marketing conversation we were trying to have with our customers,” Alex Weber, senior creative director at Kaleidoscope. “You have to create awareness.”
“If you put the same old packaging out, no one is going to notice. Right from the beginning, you are disrupting them and getting them to reconsider and the bottle shape was critical to that,” Jones said.
Fairlife's design gives a nod to gable-top packaging, allowing the product to be readily identified as milk. But then the brand's larger plastic container adds ribs that mimic ripples that also provide stacking strength. A full-sleeve label is designed to differentiate the bottle on store shelves and protect the product.