Connecting a familiar identity with a new packaging direction.

For a class project, a teammate and I developed a rebranding concept for Neilson. We worked together across the brand analysis, logo, packaging, and advertising and social-video assets.

Our proposed direction, “Rooted in Tradition, Leading the Future,” explored how the existing identity could connect with a fresher visual presentation.

We retained the red N from the existing wordmark and made it the centre of a compact symbol. A white milk splash surrounds the letter, intended to connect the mark to the product and suggest freshness and movement.

Red, deep blue and white carry through the proposal, connecting the logo with the packaging.

We applied the proposed symbol to a milk-carton layout, pairing it with a prominent “MILK” label and product information. The flat artwork shows the front, side and folding panels together, including the nutrition information and barcode.

The carton and campaign assets were developed jointly as part of the same academic concept.

Our two-person team developed a proposed logo, milk-carton artwork, and advertising and social-video assets as one academic concept. Design responsibilities were shared across the project.

The result is a coursework proposal rather than a commercial launch. It demonstrates the connection between a brand direction and its application across packaging and campaign materials.