PROJECT / CASE STUDY
Elsie's
Elsie’s Milk is an organic milk packaging concept inspired by the simple pleasure of growing up close to the countryside. The brief was to communicate the product’s organic origins through packaging with a warm, personal story. A Little Taste of Childhood.
01 / CONCEPT & CREATIVE DIRECTION
The concept imagines a farmer setting out to recreate the milk they remember drinking as a child: fresh from the farm, surrounded by grazing cows, wildflowers, and open fields. That memory became the starting point for the packaging. I drew each illustration by hand on a tablet, building a countryside world around children drinking milk. Cows graze and rest among flowers, while winding lines connect the scenes across the carton. Together, these small moments tell the story of where the milk comes from and the childhood feeling it hopes to bring back. The organic message is expressed through both the pastoral setting and clear product information. “A Little Taste of Childhood” connects the two: the care behind the product and the pleasure of something familiar.
02 / Visual identity
An informal, hand-drawn wordmark introduces the brand’s personal character. Original illustrations form the heart of the identity, giving Elsie’s a recognizable world of children, cows, and countryside scenes.
03 / Colour & graphic language
Black drawings on a milk-white background keep the focus on line, texture, and storytelling. Loose contours, hand-rendered shading, and generous open space give the illustrations a sketchbook quality, complemented by monochrome countryside photography.
04 / Applications
The illustrations unfold around the milk carton, connecting the front panel, brand story, and supporting information. Illustrated details extend into postcards and printed materials, carrying the same sense of childhood familiarity beyond the packaging.
Concept project developed in response to a packaging brief.
