Industry : FMCG
What We Did : Sub-brand creation + pack design (Lactose Free range, starting with UHT milk)
Create a lactose-free sub-brand under Hollandia that feels like everyday milk. It had to build trust fast, clearly promise digestive comfort, and make lactose-free feel warm, positive, and easy to choose.
The goal was to bring a high love-and-fun feel to a category that usually looks clinical.
Milk is comfort and habit. It’s the glass you pour without thinking. But as people age, lactose can turn that comfort into bloating, gas, and cramps.
Most lactose-free packs respond with clinical cues-badges, sterile layouts, “medical” language-so the product starts feeling like a compromise. And milk lovers don’t want a compromise. They want permission to keep loving milk.
We built the story on “Love For Milk.” You love milk, milk doesn’t always love you back, this is lactose intolerance, here’s the easy switch.
On pack, we made two things unmistakable at first glance: lactose-free and comfort. But we refused fear-based language and remedy-like visuals.
We introduced a delightfully happy cow as the core symbol – an instant shortcut to warmth and familiarity – so the pack feels like it belongs in the milk aisle, not the pharmacy aisle.
On the back, we replaced symptom lists with human moments like the Cinema Hall Moment and the Coffee Date Moment, using light humor to reduce anxiety and make the switch feel normal, not “special.”
A lactose-free pack that stays in the world of milk, not medicine—familiar, friendly, and easy to accept. “Lactose-free” and digestive comfort are stated up front, and the back-of-pack swaps symptom language for everyday moments, making the switch feel human and reassuring. The outcome is simple: milk lovers can keep milk in their routine, without the discomfort.
