Family (and friends) design identity for new alternative dairy brand

Family (and friends), specialised in better ‘for you’ food, beverage and lifestyle branding worked with Swedish-based food innovators Veg of Lund to launch a new dairy alternative brand, Dug, made solely with potatoes.

Veg of Lund sought to create the ultimate plant-based drink for a lifestyle where more people are desiring vegetarian options. They discovered potatoes don’t need much to grow at all, making them a super-sustainable crop compared to other dairy alternatives like soybeans, almonds or oats even, with a climate footprint that is a 75% lower than cow's milk’s.

On the strength of their ‘better for you’ and ethical branding credentials, Family (and friends) were approached without a pitch, to help Veg of Lund position, name and design the brand identity and packaging.

“Considerable consumer research into naming and brand proposition was explored, contenders included ‘PotatOh!’ and ‘Underground Drinks’, but DUG was a clear winner for its simplicity and clarity,” says Thomas Olander, CEO at Veg of Lund.

The minimalist identity that conveys swirling creaminess, sits centre of the packaging, “busting all the category cues and avoiding the typical ‘earthy’ design directions you’d imagine exploring” says Alex Durbridge, Creative Director for F&f.

The simple iconography explaining the brand’s sustainable credentials are the only visual elements needed, supported by the strapline #rootedingenius.

The range kicks off with three variants, DUG original, barista and unsweetened, launching in the Swedish and the UK wholesale and catering market to start with and moving into consumer sales in early  summer.