Silk

Agency: Pigeon Brands
Creative Direction and Art Direction: Helena Yoon
Design: Steve Feeney, Ryan Spencer, Zhenzhu Pohl
Production Artist: Théo Steff
Printer: Evergreen, Tetrapak
Location: Canada
Project Type: Produced
Client: Danone Canada
Product Launch Location: Canada
Packaging Contents: Plant-based products

The Silk brand has been around since the late 90’s and the line-up has not changed much from a design perspective since it’s inception. Silk is the category leader in plant based beverages but with the rapid increase in cleaner, healthy products Silk needed to retain it’s current users, not feel too corporate, and capture the imagination of new consumers.

The design team developed a navigation system for the wide range of plant bases through colour and imagery and the messaging was ramped up to promote the healthy goodness of the product in clear clean language that any consumer can relate to. The result has been a brand transformation that sets Silk apart from the emerging competition with quick product type / format / brand recognition that leads the consumer to Silk first when shopping the plant based beverage category.