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Anti

Category disruption in FMCG: a challenger alt-milk built to own the shelf.

Design
Naming
Identity
Voice
Packaging
Black and white cow with the graffiti ANTi wordmark painted across its side
The challenge

Every competitor leans soft, beige, and bucolic

Anti goes the other way: black, white, and unapologetically loud, turning packaging into shelf presence and a point of view.

Anti almond, oat, and coconut milk cartons in a high-contrast black-and-white system, with a hand pouring almond milk into coffee on grass
Almond, oat, coconut: one system, three SKUs, zero softness.
Tom had enough of dairy's BS.
No cows. No compromise.
The voice does the same work as the visual: blunt, declarative, and a little funny. A brand that picks a side and earns trust by saying out loud what the category whispers.
Building the mark

THE PROCESS BEFORE THE FINAL LOGO

The cow mascot and ANTI wordmark were iterated dozens of times to land on a mark that felt scrappy, defiant, and undeniably ownable.

Process sketches showing dozens of hand-drawn cow illustrations and ANTI wordmark explorations in black ink
Hand-drawn exploration.
Beyond the carton

One character, every surface

The system extends from packaging into merch and a full digital experience.

Full Anti brand system with cow imagery, packaging information design, carton mockups, mug, and web layout
Packaging, info design, merch, web.
Strategic note

BUILT FOR LIFETIME VALUE

“No cows. No compromise.” was a deliberate positioning choice, designed to recruit believers in a sustainability-focused market and drive higher LTV, not just one-off samplers.

My role
Solo designer: brand strategy, identity, packaging, illustration, web design, copy
Year
2025
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