messaging // packaging // web design

Dairy startup, Original Milk Company needed to break through perceived commoditization and declining per-capita milk consumption to launch their brand in a category cluttered with national, local and store brands. Grail’s first order of business was to develop compelling packaging, website and trade messaging, and our solution was to capitalize on Original Milk Company’s unusual approach to dairy farming. Unlike traditional dairies that confine their cows to feedlots, Original Milk Company’s cows are free to roam on open pastures, grazing on fresh grass every day, 365 days a year. This grazing method is not only healthier for the cows, it produces a more nutritious, creamier dairy product. We dubbed it “Free Range Milk.”