Lactaid Rebranding

This is a rebranding of Lactaid, a lactose-free dairy alternative brand. Starting with refreshed colorways inspired by the original palette, the new branding system introduces softer, more playful elements—moving away from clichéd dairy visuals like milk splashes, cows, or chocolate chip cookies. The core visual concept centers on the new logo, revealed as a beige rectangle (symbolizing milk) fills the screen. Paired with a rounded, soft-cornered typeface, the updated identity feels friendlier and more approachable than the original script-style logo.

To celebrate the rebrand, a pop-up café was created—tapping into today’s pop-up culture and pushing the project beyond a typical identity launch. The campaign slogan, “Drink Milk Again,” anchors the social media strategy, supported by promotional reels that embrace the new tone.