Opinion BY Armin

Shiny, Happy Soymilk

In the realm of packaging for soymilk absolutely nothing comes to mind as I like my milk made of milk, but there are those that prefer their milk made out of soybeans. For some of those, their soy intake just got a little brighter with the redesign of 8th Continent soymilks by BBDO West in collaboration with UK illustrator Ben Javens

Illustrations by Ben Javens.

As you know, I don’t post a lot of packaging on Brand New, but this is beyond charming and, in terms of evolution, amazingly drastic. What was once painfully generic and drab packaging is now a smile-inducing breath of minimalist fresh air. Piled high on the bandwagon of the white-background/colorful-sans-serif trend, these cartons stand out through the wonderful illustrations and color palette — the wrong choice in illustrator would have made this just a big, cloying mess. Milking (pun intended) the new sun for all its brand worth, 8th Continent is inviting kids in the U.S. to draw their own sun and have it displayed on the packaging. Not a chance in hell I would switch to soymilk, but 8th Generation at least looks good despite its soyness. (Apologies to soymilk drinkers around the world!).

Thanks to Sarah Raines for the tip.

Update June 14, 2010: BBDO hired Dinetz Design to carry out this project.

smirker’s comment is:

Absolutely gorgeous. Saw this a few days ago and it looks like nothing else out there in the category (or any category!).

Top notch. Shame only hippies will see it.

On May.28.2010 at 06:58 AM

Martin Boath’s comment is:

Simply brilliant. Completely spot-on assessment Armin. This is beautiful stuff.

I await, however, the usual suspects who never like anything that is shown on here. Oh, and the first commenter to complain about Futura being used because it’s ‘old’ or says ‘Volkswagen’…

On May.28.2010 at 07:01 AM

Erwin’s comment is:

A similar job to the work Finnish illustrator Sanna Annukka did for British Cravendale Milk. Switching to a cleaner, more playful design that is definitely more fitting to dairy products! Maybe I like these designs even more than those of Annukka! Two thumbs up! (3 if I had 3 thumbs…)

On May.28.2010 at 07:21 AM

cubecute’s comment is:

I love it. Just one thing, though. The tiny pupil, the red dotted cheek and the pale face make the cartoon look a bit like the villain in SAW. The tiny pupils alone, though, are giving me nightmares. Loving everything else.

On May.28.2010 at 07:23 AM

room34’s comment is:

It’s hard even to put into words what a huge improvement I think this is. The old packaging was so uninspired. I’m not a soy milk drinker either, but I’d consider buying a carton of this for framing!

On May.28.2010 at 07:28 AM

Dusty’s comment is:

Green dude creeps me out… well they all do actually. It’s okay, seems all too cliche to me.

On May.28.2010 at 07:37 AM

Charles’s comment is:

Beautiful work. Definitely inspiring stuff.
Will help millions of people start off their day with a smile!

On May.28.2010 at 07:44 AM

Everett’s comment is:

Lovely work. Putting illustrations on the caps is a very nice detail.

I think it’s brilliant that they are rolling this out with such a fun contest for kiddies.

On May.28.2010 at 07:48 AM

Michael’s comment is:

I am now switching from Silk to 8th Continent

On May.28.2010 at 07:51 AM

Christopher Campbell’s comment is:

If i bought Soymilk, i’d choose this brand over the others, just because it’s fun, vibrant and different! Really nice redesign!

On May.28.2010 at 07:53 AM

Sean Farrell’s comment is:

Really enjoying the simplicity of the packaging and the lovely illustrations.. almost makes me want to switch from regular milk ;)

On May.28.2010 at 07:57 AM

cipion’s comment is:

Beautiful!

On May.28.2010 at 08:14 AM

Daniel Jalkut’s comment is:

Wow, you really hate soy milk, huh? You don’t have to “switch” to buy it, you know. I drink both! Don’t tell anybody…

On May.28.2010 at 08:23 AM

jen’s comment is:

Despite the fact that processed soy is one of the worst things you can put in your body, I completely and utterly love this packaging. It’s fun, beautiful, youthful, and the cartons really work well together as a set.

On May.28.2010 at 08:25 AM

Jonny’s comment is:

Not a huge fan of the logo redesign, but the illustrations are exotic, really nice work from Ben Javens.

I particularly like the way the illustrations are repeated on the cap.

On May.28.2010 at 08:27 AM

matt’s comment is:

Great package design, just crying for a logo. Is that a logo? I read “continent” and what went through my head was “incontinent.” Yuck.

On May.28.2010 at 08:45 AM

Alvin Martinez’s comment is:

@Martin Boath: Applied in an intelligent, thoughtful way, Futura still runs circles around newer typefaces.

On May.28.2010 at 08:48 AM

heather’s comment is:

not that it really makes a difference, i’m a soymilk drinker. i’m not sure if i would buy this. it’s good it comes in the traditional carton, or i might be unsure that it’s milk—err “milk”.

the illustrations are cute… fine… but i don’t know if that entices me to drink/buy it. i wish the cartons weren’t white for some reason, it just makes it very plain. even a super light tint of something would have been nice…

On May.28.2010 at 08:55 AM

JLS’s comment is:

Jen: Wow, strong opinion. Quality soymilk isn’t highly “processed,” other than being ground and cooked.

I no big soy fanatic. I just find it odd that some people are so offended by soymilk. It’s like, isn’t drinking the nursing milk of another species (cow) really the weird thing here? Especially nursing milk made for baby cows, which grow hundreds of pounds in a rather short time.

Anyway, I think the color selection is brilliant. Bright, fun, optimistic. Those are exactly the kinds of colors I want/need to see when I’m adding soy milk to my morning coffee. Much improved over the dark blue.

On May.28.2010 at 09:18 AM

Martin Boath’s comment is:

@Alvin Martinez – couldn’t agree more sir.

On May.28.2010 at 09:18 AM

tommy pez’s comment is:

it’s so interesting how this product stirs up feelings from the “milk” and “non-milk” crowd…personally i’m vegan, and usually drink a variety of coconut milk, almond milk and soy milk after doing in-depth research on the fact that drinking cow’s milk actually robs your body of calcium and is a *major* contributor to allergy-like symptoms, such as sinus problems and mucus. but you don’t have to take my word for it. do a little research on the effect of cow’s milk on humans and you’ll see what i mean. and next time, armin, when you post something like this, you might want to keep your product-usage comments out of the original post and stick to an examination of the brand revision by itself. then you might be able to avoid the ensuing sh*t-storm that is sure to follow :)

also, to jen from above: regarding your comment about processed soy being one of the worst things you can put in your body: are you *sure* about that, or are you just repeating what you’ve heard from someone else? there are actually a LOT worse things you can eat than that, like charred animal meat for instance. not ALL soy products are “highly processed” as the meat and dairy industries would have you believe.

i’m not trying to start an argument here. everyone is of course entitled to their opinion, but i see the same old wive’s tales posted on the net all the time and it’s usually b/c people don’t do their research on the diet before they start commenting.

On May.28.2010 at 09:23 AM

Eli’s comment is:

Agreeing with your comments.

Old: drab, generic, lifeless.
New: vibrant, fresh, something different, memorable.

Thumbs up.

On May.28.2010 at 09:23 AM

Nick’s comment is:

Totally refreshing… and leaps and bounds ahead of any milk product I’ve ever seen, especially its predecessor.

Well done.

On May.28.2010 at 09:29 AM

jonathan’s comment is:

A little curious what the glass icon at the bottom of the complete package says, and why its not on the others… but I’m really being picky here. This is superb all the way around. Great collaboration work!

On May.28.2010 at 09:50 AM

Lee’s comment is:

I love it - It’s especially good to see it next to the old design in this case. Next talk I do on GOOD vs BAD design I’m going to put this in. The new design has it all, character, simplicity, versatility…. The old design is soo safe, conservative and lacking in style.
I ran out of regular milk this morning and had to use my girlfriends Soya milk [non GM] and too my surprise it tasted OK!!!

On May.28.2010 at 09:52 AM

Stormchild’s comment is:

The new designs may look a little folksy (is that even a word? You know what I mean though…) and possibly slightly childish, but I honestly think this is a good, successful redesign. The product now has a distinct identity in place of the old, rather generic look. I think it’s spot-on.

On May.28.2010 at 09:54 AM

Zanda’s comment is:

@tommy pez

In defense of Armin, natural or unprocessed soy is poisonous. The only way to make it safe for human consumption is to process it and I believe highly is the operative word. By the way coconut milk is also very high in cholesterol.

You sound like one of those assholes that stopped smoking, is anti-smoking to the extreme and is now more holier than thou - a sure sign of still having a psychological problem and hang-up with a previous vice.

I did not see a single comment about the packaging in your post. This is a site about brands and design and not about your personal obsessions and sensitivities.

If it does not suit you or gets to hot for you get out of the kitchen or better still, do not visit.

On May.28.2010 at 09:57 AM

rek’s comment is:

I like my milk made of something that doesn’t give me allergic reactions the way dairy protein does.

On May.28.2010 at 10:11 AM

Sizemore’s comment is:

I really like the illustrations, and I think the packaging looks great when they’re lined up next to each other. I’m just not sure how these would look on a shelf next to other similar products. If they are grouped by brand, not by style (light, whole, etc), I think this could work great. If they’re separated, I’m not sure if they’d really stand out as much as they do in these pictures.

I think my favorite part is the caps on the cartons.

On May.28.2010 at 10:12 AM

KK’s comment is:

Fantastic redesign, reminds me of Innocent smoothies, with their minimal and smiley packaging. Would actually stand out amongst other soy milk on the shelf.

Don’t really appreciate the author ragging on soy so hard though. As a long time vegan and avid alternative milk enthusiast, I wouldn’t touch cow juice with a ten foot straw. Stick to design appraisals, and we’ll all be happy…

On May.28.2010 at 10:31 AM

Matt’s comment is:

@Zanda
“natural or unprocessed soy is poisonous.”
Don’t know what you’re on about here. Grew up on a farm that grew soybeans and used to eat them right from the plant.

On the new design: love the faces, reminds me a bit of Tao Lin’s work. Wish the the green one and the saw one didn’t give me the jibblies on closer inspection, though.

On May.28.2010 at 10:44 AM

David Timmerman’s comment is:

Definitely a cleaner design than the previous look, and unlike some recent revisions (Tropicana before the switchback, Seattle’s Best) this shows that you can still have detail to your packaging, yet create a clean look.

Not a soy drinker myself, but this definitely looks sharp….I would look at the packaging before I grab my moo juice…

On May.28.2010 at 10:48 AM

Mary Shu’s comment is:

Beautiful Illustrations by Ben Javens.
The packaging is very nice too, truly a breath of fresh air, and positioned perfectly (unlike say..Tropicana).

Oh and Armin, once you join us on the Soy side, you will never go back. Milk just tastes so “udderly” bovine to me now.

On May.28.2010 at 11:34 AM

Harris’s comment is:

I think it’s the sugar from milk, not the protein, not causes reactions. Lactose, not whey. Anyway, I like the packaging, but the logo is so plain that it looks like it’s just a descriptive term. It’s the 8th soymilk that helps with continence?

On May.28.2010 at 11:37 AM

John McCollum’s comment is:

I love this — the perfect antidote for an overdose of brash and alarming food packaging.

On May.28.2010 at 11:37 AM

Jem’s comment is:

Those lids are delightful.

Milk comes from a cows tits, not my preferred species.
Soy milk is the future.

On May.28.2010 at 11:45 AM

Jennifer Moline, PsPrint’s comment is:

I like the new design, and even if I didn’t at least it doesn’t look like Silk’s soymilk carton design anymore.

On May.28.2010 at 11:51 AM

smirker’s comment is:

Having raved about it before, on consideration I think that they could have used some slightly more characterful type to match up with the illustrations. Just a smidge. Y’know?

On May.28.2010 at 12:14 PM

rek’s comment is:

Harris: Lactose intolerance isn’t the same as milk protein allergy.

On May.28.2010 at 12:16 PM

qwertyale’s comment is:

Good.
I expect a green cow illustration could be fine.

On May.28.2010 at 12:16 PM

Andrea’s comment is:

Sorry, too hippy-drippy for me. Looks like they are targeting hippies and the children of said hippies, who I think are the audience that they would have to work the least on. To get more mainstream consumers, perhaps something a little less whimsical.

On the other debate, I prefer drinking something that is rather close to its natural form (milk) to something that is ground up and liquidfied (soy milk)…not at all how it is found in nature. Edamame, however, is delicious. I support both our dairy and our soy farmers.

On May.28.2010 at 12:26 PM

Alex P.’s comment is:

Eventually a brand will “zag” out of this all-white packaging without being generic.

On May.28.2010 at 12:37 PM

Andrew’s comment is:

Andrea said:
“I prefer drinking something that is rather close to its natural form (milk).”

You sure Andrea?

“I like half and half on my shredded wheat but when I say “half and half,” I mean half milk and half cream. I bought some half and half the other day and I didn’t like the taste so I looked at the label to see what it was half of and what the other half was. Listen to these ingredients: “Nonfat milk, milk, corn syrup solids, artificial color, sugar, dipotassium phosphate, sodium citrate mono, and diglycerides, carrageenan, natural and artificial flavors, vitamin A palmitate”. This is half and half? It’s not half anything I want and it has nothing to do with something as good as milk.”

From 60 minutes:

What Have They Done To Milk?
Andy Rooney
http://www.cbsnews.com/stories/2005/11/03/60minutes/rooney/main1007432.shtml

On May.28.2010 at 12:39 PM

drummer batboy’s comment is:

A rare example of great design coming from an Ad Agency. Disruptive and warm. Just what the category needed. Kudos to the agency and the client.

On May.28.2010 at 01:28 PM

Chris R’s comment is:

Re: Zanda

Where in the world does it say that soy is poisonous?

Coconut milk has absolutely ZERO cholesterol. Cow milk, on the other hand, does.

On May.28.2010 at 01:47 PM

orangetiki’s comment is:

It’s always good to stand out from the competition. But it’s great to do it with this amount of flair. Spot on.

On May.28.2010 at 01:55 PM

Aaron Pou’s comment is:

Yup, just saw this at my local Safeway.

I was so surprised to see this take on milk packaging in the US.

It looks decidedly Swedish or Scandanavian or even Spain.

Well done to the team who created the rebrabnd.

On May.28.2010 at 02:15 PM

Drew’s comment is:

Huge thumbs up on beauty, but does nobody consider this difficult to shop?? Yes, beautiful design from the “Ad Agency”, but unfortunately lacks shopability—lest we forget this sits amongst thousands of other products in grocery, and multiple direct competitors in the cooler.

On May.28.2010 at 03:11 PM

Manny’s comment is:

WTF is “shopability”?
Sounds like a term Bushey would have used.

It looks different than the competition, it looks appetizing, it makes me smile.
I have been “shopafied”!

On May.28.2010 at 04:19 PM

matt’s comment is:

I like it, but not for soymilk.

On May.28.2010 at 04:49 PM

da5id’s comment is:

@ soy being poisonous. I have read that soy contains 500% excess plant based female estrogen, so that feeding kids soy baby formula is the equivalents of 5 to 7 female estrogen pills per day. That’s why some people reckon there is a link between soy and homosexuality, although that is speculative. I read somewhere ages ago that women in the third world used to strain soy and take it to induce abortion (that would probably be non-fermented soy though).

I try to stay away from it anyway :)

As for the design, it is very happy (can I say ‘gay’ now, after my previous paragraph?), and would appeal to kids, but I’m not sure that’s the market they’re going after? It just doesn’t appeal to me for some reason. Although I do like the font, it seems a bit colorful.

On May.28.2010 at 04:59 PM

Old 67’s comment is:

Milk:

An opaque white liquid produced by the mammary glands of mammals, mixed with corn syrup solids, artificial color, sugar, dipotassium phosphate, sodium citrate mono, and diglycerides, carrageenan, natural and artificial flavors and vitamin A palmitate.

So natural it hurts.

On May.28.2010 at 06:47 PM

John’s comment is:

Wonderful packaging. But I’ll stick with my my rice milk and coconut milk – no estrogen and less taxing on the environment. But you bovine milk drinkers? Tsk tsk. That stuff is horrible for you and super horrible for the environment.

On May.28.2010 at 08:45 PM

Michael McWatters’s comment is:

Almost makes me want to drink soy milk. Now THAT is successful packaging and design! :)

On May.28.2010 at 09:56 PM

TimKim’s comment is:

Bringing the gig poster-like illustration/design to soy milk? Love it!

On May.29.2010 at 12:06 AM

Canistel Design’s comment is:

beautiful.. i’m not usually big on so much center-aligned text, but it works wonderfully here

the packaging looks great for the subject.. i’m very happy to see a non-dairy milk alternative whose packaging could stand up with the animal-derived equivalent

a step forward for veganism and graphic design IMO.. and i think it will propel the company substantially (which is good, considering i’ve never seen there product before).. this will be a fun little experiment waiting to see how long before my mom starts buying their product

On May.29.2010 at 12:41 AM

grubedoo’s comment is:

Fabulous. Anyone who doesn’t agree should be beaten with bricks of tofu.

On May.29.2010 at 02:18 AM

da5id’s comment is:

Tofu is bad for you also :P

On May.29.2010 at 02:39 AM

Katie’s comment is:

Aww. I wish I liked soymilk! This is ridiculously adorable without being childish or inappropriately Japanese-kawaii-style-overload cute. I’m impressed with the risk they took and so pleased that a real touch of art has made it on a product usually devoid of it.

On May.29.2010 at 08:10 AM

Mongoose’s comment is:

Much, much better than their current incarnation- which now feels horribly dry and busy. I recall a prior package which had a monstrously huge ‘8’ which I think worked well.. and is my one worry about this current package. The brand name is on the small side. However…

Soymilk is a fairly ‘narrow’ market; while there are multiple brands, I imagine most consumers of soymilk are regular ones. It’s not a wide section in the grocery store, and I think consumers will be able to find the 8th if they’re looking for it— and it might draw in other folks.

And absolutely as noted. Bright, cheery, simple, fun. The ‘basic color’ of each package is reflected in the face; and even the little screw-caps are decorated.

Good stuff, 8th. I give it an A.

—Mongoose

On May.29.2010 at 10:22 AM

Esteban’s comment is:

@Andrew: The stuff you bought must have been the “fat free” half-and-half, which truly is a monstrosity.

On May.29.2010 at 11:48 AM

WilhelmR’s comment is:

Would be nice to see an extended coverage as to how these looks on the shelves :)

Also, I’d love to know if the illustration on the cap actually became a part of the final packaging. I’ve seen lost of companies that ditch that part of the design because of the costs and just go with the blank cap despite how much it takes from the whole concept.

On May.29.2010 at 05:27 PM

Melanie’s comment is:

I like the re-design, particularly with the new illustrations. The old soy milk looks a bit intimidating, and as a person who drinks non-dairy milk (albeit almond milk) for sustainability reasons, I’m excited to see how many consumers are encouraged to try it because of the re-brand. I’m thinking this might make milk alternatives much more attractive.

On May.29.2010 at 08:57 PM

Rob W’s comment is:

I read Brandnew regularly and rarely post, but as an ex-vegan / current meat eater, consumer of soy products, and graphic designer I though why not chime in on this one?

Soy contains estrogen precursors called phytoestrogen. Peer reviewed lab tests have shown these are not concentrated enough to create significant effect in humans with normal consumption (like taking estrogen pills), but may have some effects on women at risk of breast cancer (possibly cause tumors) and men with prostate cancer (may help). Soy is a common allergen and can become so with over consumption.

Coconut milk has no cholesterol - only animal products do. Coconut is high in saturated fats though, which doesn’t necessarily mean it is unhealthy although this could make it a poor choice for some.

I love cheese and meat (no pork or birds though) but never got back into milk after 10 years of veganism. It has a weird, kind of phlegm-like consistency after you’re not used to it. On topic, the 8th Continent redesign seems pretty spot on. It’s happy, references the sun and growing (subliminal naturalness), and appeals to kids which I assume is one of their target demographics. Have you ever tasted it? It’s cloyingly sweet, almost like pudding. 8th Continent has to be the worst soymilk I have ever tasted, and has a laundry list of ingredients which are largely sweeteners and thickeners. The only people I can imagine preferring it are under 15 and love cereals flavored with chocolate and marshmallows.

The debate over soy vs. milk on this post I expected, the misinformed comments about the dangers of soy not so much. Sure, soy has it’s benefits and detriments, but it turns you gay (which has nothing to do with how much estrogen is in your bloodstream, as any bear or leather daddy can attest), and is poisonous if not heavily processed (although there are tons of heavily processed soy products on the market, most of which are unabashedly bad for you- the essential processing to make the bean more digestible is simply cooking it) are ridiculous claims that can be put to bed with a quick trip around the internet. I expected more of readers of Brandnew. Well… a little.

On May.29.2010 at 09:23 PM

Lauren’s comment is:

@Rob W
I think you hit the nail right on the head re: appealing to children. The original packaging has nothing a child would care about, what with the blueberries and bran flakes and ‘completeness’.

I can’t wait to see this redesign in the store - I am a little “eh” about 8th Continent presently but I suspect it will be a lot more fun in person. Hopefully nothing like Walmart’s Great Value whiteness.

I’ll cast my vote for Costco vanilla soymilk, my personal fav!

On May.29.2010 at 09:42 PM

mike_bat’s comment is:

please - can somebody in the U.S buy 1 of each, get rid of the horrid soy milk and post me the packaging!!! address to follow…. Love it - FMCG packaging is usually covered in glossy, bevelled, curvy type with hyper-real photography/renders - this is truly a breath of fresh air - who wouldn’t pick this up at the market!? - more, more…

On May.29.2010 at 10:05 PM

morris’s comment is:

I like the illustrations, but the text and rest of the packaging are SO bland to my eyes. I understand how small, pale Futura letters on a white carton may look like “minimalist fresh air” to some - but they do not make the product seem appetizing, or even food-like, to me. The old packaging was very ’90s, and the logo was crummy - but at least the imagery successfully said “breakfast.”

On May.30.2010 at 03:00 AM

Adam K.’s comment is:

I’m sorry, I like the redesign as much as the rest of you, but doesn’t anyone else think that this is WAY too big of a swing? If I bought their old milk, what are the odds that I will recognize their new packaging as 8th Continent? 1%? 2%?

Tropicana didn’t fail because the design was bad. Pepsi and Gatorade’s new designs are equally as bad. Tropicana failed because no one could find it on the shelf anymore.

On May.30.2010 at 08:37 PM

Katey’s comment is:

I saw this the other day at the supermarket. Its interesting because its at once more casual and more ‘premium’ looking. My initial complaint, however, is the breaking up of “8th Continent” which seems to give too much emphasis to “Continent.”

Also, charming illustrations aside, I think soymilk is vile.

On May.30.2010 at 09:29 PM

da5id’s comment is:

Looking at it again, it looks kind of ..clinical.. like it belongs in a hospital ward. If you were a patient in a children’s hospital and they came around with breakfast in the morning, this would not look out of place.

On May.31.2010 at 03:43 AM

Andrew’s comment is:

Looks outstanding. My only question is about the marketability of the product. Everyone knows what happened to Tropicana when they took the orange and straw out of their packaging. Their sales dropped dangerously low. Without a cow or milk on the box will consumers buy the new product?

I hope so. Because it’s terrific artwork.

On May.31.2010 at 10:40 AM

Roby Fitzhenry’s comment is:

I think this looks great.

If they offered almond milk, I’d switch.

Great job BBDO & Ben Javens.

On May.31.2010 at 11:52 AM

MSGDS’s comment is:

This is absolutely lovely. I like the simplicity, charming illustrations, and the vibrant colors. A very successful redesign that will make this packaging stand out from the competition.

On May.31.2010 at 02:25 PM

Mark’s comment is:

At first I was like “OHHH NOOO! too simplistic!” but then I saw the whole packaging system and started to like it Well done, well done.

On May.31.2010 at 04:52 PM

Dez’s comment is:

charming indeed! it may not make me want to drink Soy, but it at least shines some refreshing happiness to the category. maybe in time, the smiling cartons will make me throw out the (personally) weird notion of milk-from-beans.

On May.31.2010 at 08:46 PM

Jane’s comment is:

I’m a soy milk drinker and 8th Continent is my brand of choice (Silk has nothing on them!). When I first saw this new packaging online a couple months ago, I was shocked because of the obvious drastic change. I’m sure it’ll grow on me once I see it in stores and it’s had a place in my fridge. I do agree with the commenter about whether it would be easy to find on a shelf. Not every store carries 8th Continent and if they do, which varieties they DO carry is different from store to store. Like, there’s only one supermarket in my area that carries light original. I’m so used to what the carton looks like that I just grab it and go. If I had no idea they were redesigning the packaging, I would’ve been very confused for a couple minutes haha. I do like though that they have now steered away completely from the looks of all the soy milk, almond milk, rice milk, etc. packaging out there. They ALL look similar and now 8th Continent will stand out as unique and playful.

On May.31.2010 at 08:49 PM

LB’s comment is:

I think I’m the only person who feels like the typography is a bit boring. I like the illustrations, though. Certainly an improvement.

On Jun.01.2010 at 08:45 AM

Jung’s comment is:

totally delightful…
i might start to drink soymilk now…

On Jun.01.2010 at 08:54 AM

Daho’s comment is:

now THAT is a rebranding!! I’d love to have those in my fridge.

On Jun.01.2010 at 10:38 AM

GC’s comment is:

8th Contentment.

On Jun.01.2010 at 10:56 AM

John’s comment is:

I hate soymilk. But I loves me this rebranding. Well done. Bravo!

On Jun.01.2010 at 03:21 PM

Edgar Andres Zorrilla’s comment is:

This is delicious. It’s probably what Tropicana was looking to do before they switched back to the former, except they went dull. Very nice re-branding. Love it.

On Jun.01.2010 at 04:32 PM

Kelli Annison’s comment is:

I love the bright new take on something that is generally perceived as mundane.

On Jun.02.2010 at 10:16 AM

Todd Z’s comment is:

More generic store brand redesigns from the 70s. How original.

On Jun.02.2010 at 05:05 PM

Kristine’s comment is:

I LOVE THIS! I don’t think I can exclaim this any more. The illustrations remind me a lot of Paul Rand’s old work and Japanese milk carton packaging. This works so well. I can’t wait to see these cartons in the store so I can buy one.

On Jun.02.2010 at 07:58 PM

Baltimore personal injury lawyer’s comment is:

The artwork is very interesting, and it appears from the polls that everyone here seems to enjoy the new incarnation of the product. Great work from this company. Thanks for sharing the update.

On Jun.03.2010 at 12:38 PM

Arnaldo’s comment is:

Looking good… anything would look good next to that old package. And it´s ok to not have apettite appeal, since soy milk itself is that way.
But If I was a kid, i might be a little freightened by the green sun and his crazy stare.

On Jun.04.2010 at 12:43 AM

Joao Urbano’s comment is:

it’s a very nice look, but I find it weird nobody mentioned the ‘complete’ version design is very VERY similar to this blog’s header ‘http://reubenmiller.typepad.com’

is it the exactly the same or am I blind?

congrats on the design though

On Jun.05.2010 at 07:08 AM

Jarnold’s comment is:

@ Joao Urbano

Look closer at both the blog header and the caption above: Illustrations by Ben Javens. Kind of makes sense, eh?

On Jun.06.2010 at 12:50 AM

Salva’s comment is:

Interesting graphic concept, so fresh! I lovely this sun!

On Jun.08.2010 at 07:52 AM

ilovetype’s comment is:

This absolutely just made my day, seeing this. Thank you and congratulations.

On Jun.08.2010 at 03:38 PM

Will Burnett’s comment is:

I love this.

Finally, I might have a reason to drink soy milk now.

On Jun.12.2010 at 07:15 PM

Jesse Woodward’s comment is:

Agreeing with Will. I’d maybe consider buying Soy milk if I saw this stuff!

On Jun.13.2010 at 05:33 PM

Al Royale’s comment is:

Reminds me of baby food packaging and with no logo it takes on the look of something you might have prescribed rather than eager to splash on your cereal. I do love the simplicity and layout and the message seems to be that soy is good in its own right rather than trying to convicnce us thats its like milk.

On the whole Soy versus Milk thing I had to switch from milk because I was snotty all day and night and puss was coming out of the corner of my eyes….. And now I love soy. But given the choice of eating a soy bean or sucking on a cow’s tit, I would rather the soy…. Theres this thing that you must be a hippy or puff to drink soy, but really if you are drinking cows milk you are still suckling like a big baby.

On Jun.13.2010 at 11:52 PM

Joao Urbano’s comment is:

@ Jarnold

I noticed it was from the same designer, sorry i didn’t mention.
the question is about recycling a design, which i find weird, due to the completely different purposes

if it was from a different author, it would be a felony, right?

On Jun.16.2010 at 08:00 AM

Mack Neubaum’s comment is:

lol,clean diet and do exercise,it sounds funny.

On Jul.17.2010 at 09:12 AM