REDFIRE_altmeatco_branding_packaging_digital_graphicdesign_advertising_designagency

Building a performance-led brand for the barista market.

CLIENT: Sanitarium

New Brand Launch: Sales Grow to Over $80 Million in 4 Years

Not just another alt-milk. A category challenger with a purpose.
The Alternative Dairy Co. wasn’t launching a product. They were launching a rebellion. In a market packed with generic plant-based milks, they needed to stand out-not just on shelf, but in the hearts and hands of baristas. This wasn’t about mass-market appeal. It was about earning a place behind the espresso machine and becoming the go-to alt-milk for Australia and New Zealand’s café culture. Sanitarium tapped us to bring this challenger to life from the ground up-strategy, name, voice, identity, packaging, the works. The brief was clear: build a brand with story, edge, and a damn good reason to believe.

How we made it happen:
We built The Alternative Dairy Co. around a simple insight: baristas don’t just serve coffee; they serve experiences. So we crafted a brand that spoke their language, showed up with confidence, and earned credibility by being different, not derivative.

Strategic positioning anchored in purpose and performance
A bold, unmistakable visual identity built to pop on café counters and shelves
A brand tone that was direct, spirited, and made for the trade
Packaging design that stood tall against boutique indie players, without pretending to be one

The result?
A distinct, high-performance brand that’s now the #1 plant-based milk in cafés across Australia and New Zealand. From launch to leadership, we helped turn a crowded category into an opportunity - and built a brand that’s not just in cafés, but at the front of the line.

The bold colour palettes and tone of voice became a key brand asset, giving The Alternative Dairy Co. strong shelf presence and reinforcing its explorer brand archetype.

Our strategic approach and impactful design has helped propel the brand to the top, making it the leading plant-based milk in cafés across Australia and New Zealand.

Crafted for baristas. Made for cafés.

WHAT WE DID