AH Plant-Based Dairy

Private Brand: Albert Heijn
Retailer: Albert Heijn
Country: The Netherlands
Category: G6. Beverages: Non-Alcoholic
Agency: Millford Brand ID


Marco de Meijer, Creative Director, Millford Brand ID
Jon Sonneveld, Design Director, Millford Brand ID
Sascha Goutier, Account Director, Millford Brand ID
Jurgen de Kok, Designer, Millford Brand ID
Wouter Stroo, Visualiser, Millford Brand ID


Albert Heijn asked us to create an identity for this range of plant-based dairy products.
The category is changing and growing rapidly. More and more young consumers choose planted-based instead of dairy from a cow. Competition is mostly coming from disruptive new brands that speak a different and younger design language.

To stay relevant on this shelf we designed a range of products with a bold and colorful typographic design. Big creamy lettering in disruptive color combinations creates an instagrammable packaging design that fits the mindset of the young target group and has an impactful presence on the shelf.

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