Elsie's

Heading to Vermont, in the heart of American farm country, with one idea in mind: to reinvent the conventions of traditional milk without losing its authenticity. But rather than going for a classic rustic look, we wanted to add a little piece of our childhood to it. The lush green landscapes and almost surreal colors of the Teletubbies, the naive illustrations reminiscent of our old “moo” boxes, retro toys, and that pop aesthetic that was everywhere in the ’90s and 2000s. Visually, this translates into an ultra-colorful palette, deliberately simplified geometric shapes, bold typography that contrasts with handwritten notes, and a cow that has become the central character of the brand identity.