Nomu

Branding

Packaging Design

Speculative, Interaction and Experiential Design, Art Direction

Category:

FMCG

Bright, bold, and playful: Vibrant packaging for a modern plant-based milk

Brief:
Nomu is a vegan milk brand that reimagines the visual language of plant-based products. The goal was to craft a distinctive brand identity and packaging that stood out on shelves, appealing to young and older, health-conscious consumers.

Insight:
Consumers choose plant-based milk for its environmental benefits, health perks, or simply to try something new. These choices make consumers feel lighter, mindful, and inspired, yet many brands stick to neutral, “safe” designs that fail to reflect this.

Solution:

Why can’t vegan milk branding be as vibrant, youthful, and engaging as its audience? The proposed bold branding and packaging reflects the lightness and joy associated with switching to vegan milk, while its witty, engaging tone builds a familiar connection with its audience.

A holistic brand activation campaign that uses multiple touch-points to deliver a unified message. Nomu enhances the brand experience with an Augmented Reality filter and NFC tags along London running trails, where customers can collect virtual Nomu packaging. By sharing their finds online, they earn a free Nomu coffee from participating cafes, creating a viral, engaging campaign that blends emerging media with real-world interaction.

By integrating these elements, Nomu ensures a consistent, resonant experience across all channels, making the brand not just visible but deeply connected with its audience’s values of health, sustainability, and fun.