Value proposition
Creamy taste, clean label, plant milk that performs in coffee and everyday life without the additives overload.

Audience & personality
Coffee lovers, lactose-free households, and wellness-minded shoppers. Personality: warm, modern, trustworthy, and food-smart.

Creative direction
Create a cohesive aseptic carton system that reads instantly in aisle, fridge doors, and online. The look should feel minimal yet appetizing, anchored by one clear visual device that scales across variants while keeping the master brand unmistakable.

Brand colours

Swatch	Name	HEX	Use
▉	Night ink	#1F2730	Wordmark, headlines
▉	Oat beige	#E9DFC9	Background panels, creamy fields
▉	Field green	#3F7F64	Barista/unsweetened accent, badges
▉	Grain gold	#C99B47	Nutritional badges, seals
▉	Sky milk	#F6F4EE	Light panels, negative space

Maintain AA contrast on Oat beige and Sky milk. Use a single accent hue per variant for instant recognition (e.g., Field green for Barista, Gold for Vanilla, Cocoa for Chocolate, add as needed within palette rules).

Brand constraints (must-haves)

• Brand name “MeadowRise Oatmilk.”
• Clear variant naming (Original, Barista, Unsweetened, Vanilla, Chocolate).
• Front callouts zone (e.g., gluten-free oats where certified, no added oils, enriched with calcium & B12, foam-friendly for Barista).
• Principal display: volume (e.g., 1 L / 33.8 fl oz or 330 mL), storage cue (shelf-stable; refrigerate after opening).
• Side/back: Nutrition Facts, ingredients, allergen statement (Contains oats; gluten statement per region), usage suggestions (coffee/cereal/steam), manufacturer/distributor info, lot/Best By, barcode, recycling marks, and country of origin.
• Claims must be compliant per market; avoid “dairy-free milk” where restricted, prefer “oat drink.”

Deliverables & specs

Item	Details
Formats	1 L Tetra Brik Aseptic with screw cap; 500 mL; 330 mL mini; 6-pack shrink/board wrap
Dielines	Carton panels with cap area, glue flaps, 3 mm bleed; multipack wrap/board sleeve with 3 mm bleed
Print files	CMYK + up to 1 spot accent; vector PDF/X-1a + layered source files
Variants	Original, Barista, Unsweetened, Vanilla, Chocolate (+ seasonal)
Barcodes	UPC/EAN on primaries and multipacks; master carton barcode
Regulatory	Nutrition Facts, ingredients, allergen, storage, distributor, country of origin; deposit text where required
Digital	E-commerce hero (front/angled), PDP detail set (panels close-ups), comparison chart (Original vs Barista)
Mockups	Shelf/fridge door, hand-held pour, latte art scene (Barista), and 3D spin per SKU

Production notes (aseptic cartons & multipacks)

• Substrate/print: Aseptic board (flexo/gravure). Avoid heavy gradients that band; no strokes < 0.4 pt; minimum live text 6 pt.
• Cap zone: Keep critical copy ≥6 mm from cap and crease lines; confirm die tolerance around spout.
• Color control: Verify hues under cool LED and daylight; ensure barcode contrast on matte and semi-gloss varnishes.
• Sustainability: Include recycling icons appropriate to region and FSC mark if licensed; provide QR linking to sourcing and foaming tips.
• Operations: Reserve unobstructed area for lot/Best By inkjet; maintain clear ingredient/claim parity across languages where bilingual packs are required.

Do / don’t

• Do make variant recognition instant with one accent color and a single, strong graphic device.
• Do test legibility through cooler glass and at thumbnail size.
• Don’t overload the front, one primary and two secondary callouts max.
• Don’t rely on busy photo textures that scuff or moiré on board.

Success criteria
Recognizable at 2–3 meters and compelling online; unmistakable variant cues; compliant, readable panels; clean print across sizes and multipacks with no rework.

Tone of voice
Warm, clear, and food-smart, barista-friendly without jargon; approachable without hype.