PROMISED LAND DAIRY

Winner in Branding Refresh 2025

Winner in Branding Refresh 2025

Winner in Rebrand Campaign 2025

Making Dairy More Decadent

Our clients at Promised Land Dairy wanted to take their brand from status quo to “whoa!” in the dairy aisle. So we gave them a complete brand refresh—from brand architecture and voice and tone to redesigned packaging and a whole new look and feel. We launched with a new brand campaign—“Pour Love Repeat”—and an oh-so luxurious brand anthem video, the first from the brand in over 5 years.

On social, we reimagined the brand’s “Milkshake Summer” activation through our new lens of luxury, bringing masterpieces to the forefront and underscoring engagement from their fans on Instagram.

My Role: Creative Lead | Associate Creative Director
Senior Art Director: Pamela Rivera
Art Director: Josephine Kostusiak
Photographer: Various
Brand Anthem Director: Dan Goldberg
Agency: AMP, Upshot

The dairy aisle felt a little boring with all its wholesomeness. But we knew our rich, creamy chocolate milk could bring something more compelling to the category: a taste of decadence!

Through a comprehensive brand refresh, we transformed Promised Land Dairy from an everyday staple into a deliciously elevated lifestyle choice. Leveraging a strategic vision centered on repositioning milk from a basic necessity to a premium indulgence, we aligned the brand's high-quality product with a sexier look and feel.

The creative approach focused on crafting moments of everyday luxury around the simple act of enjoying milk. By elevating the visual language through sophisticated packaging design and lifestyle-driven content, we aimed to shift consumer perception and create an emotional connection that justified a premium price point.

Pour. Love. Repeat.

Brand Guidelines

Packaging Design & Copy

Digital

Brand Anthem Videos

Social

Milkshake Summer Social Activation

Our "Milkshake Masterpieces" campaign elevated Promised Land Dairy's summer content strategy by answering an intriguing creative question: What if beloved cultural icons—from film to literature to pop culture—were transformed into luxurious, Instagram-worthy milkshakes?

The execution featured visually striking in-feed videos and photography of masterpiece-inspired milkshake creations. Each post incorporated visual and written cues that hinted at the cultural inspiration without directly naming it—allowing us to tap into our audience’s nostalgia and preferred cultural references while avoiding potential legal complications. The interactive format invited followers to demonstrate their cultural knowledge by identifying the masterpiece behind each creation.

This campaign succeeded by seamlessly combining product attributes (rich, creamy, premium) with cultural relevance and interactive social experiences. The visually decadent content reinforced Promised Land Dairy's premium positioning while the guessing game format transformed passive viewers into active participants