It’s a little boring in the dairy aisle with all the wholesomeness so we decided to shake it up for Promised Land Dairy. We created a brand refresh driven by a powerful insight: the brand's passionate fans didn't see the product as just milk—they craved it as an indulgent treat.

 

From voice and tone, redesigned packaging and a whole new look and feel inspired by decadence and the richness of the product, we transformed Promised Land Dairy from an everyday staple into a deliciously elevated lifestyle choice. The look extended to their social and website, rounded out with a luxurious brand anthem video, the first from the brand in over 5 years. 

 

How did the people react? We saw expanded distribution through major national retailers—with Kroger adopting nationwide distribution in April 2024, followed by Walmart, Giant and Wegmans in early 2025.

 

And the new-look love continued:​

• +8.3% in dollar sales vs. previous year

• +13.2% in unit sales vs. previous year

• 9.8% Instagram In-Feed Post Engagement Rate, +4.8% from Q1

• +73% in average number of views for Reels, compared to Q1

• +49% increase in Instagram follower growth, compared to Q1

​

My role included: visual concepting and execution of brand identity and packaging, storyboarding and on set direction of brand anthem