This Flavored Milk Rebrand for Anchor Boasts a Modern New Look

By: Rebecca Byers - May 5, 2015
References: triedandtruedesign.co.nz & packagingoftheworld
This flavored milk rebrand effort for New Zealand dairy producer Fonterra Export has given the products a refreshing new look. The new packaging range for Anchor features enlarged images of juicy, fresh strawberries and delicious looking pieces of chocolate that highlight the richness of flavor and value of ingredients.

Previously sporting images of surfers hitting the waves, the new Anchor designs are a solid color and instead feature images that drive home the contents of the product, rather than aspirational images of what the brand deemed as a cool lifestyle. This shift from branding the beverage products as an indulgent real food treat rather than a hip lifestyle choice speaks wonders about the current shift in marketing of food as naturally derived and containing high quality ingredients so as to not compromise on taste.