Vitasoy
Brand:
Vitasoy
Agency:
Leo Burnett
Project title:
Packaging Design
Commissioned by Leo Burnett to reimagine Vitasoy’s Barista Edition packaging, the brief focused on modernising the range to stand proudly front-of-shelf in cafés, alongside today’s leading milk alternatives. The design work also needed to integrate and leverage the brand’s ongoing ‘It’s Planet Milk’ campaign—ensuring visual and tonal alignment across packaging and communications. Over 20 creative directions were developed and tested through focus groups. While the final design selected by Vitasoy was a different route, this direction played a key role in shaping the brand’s refresh and strategic direction.

Vitasoy

Vitasoy, Soy, Almond and Oat flavours
Vitasoy Barista Edition Oat Milk carton centred on a blue background with bold typography reading ‘IT’S OAT’ in the background. The minimalist white packaging features vertical blue text and the Vitasoy logo.
Vitasoy Barista Edition Almond Milk carton centred on a bold magenta background with large white text reading ‘PLANET’ behind. The minimalist white carton features vertical almond-coloured typography and the Vitasoy logo.
Vitasoy Barista Edition Soy Milk carton placed on a bold green-teal background with large white text reading ‘MILK.’ in the background. The minimalist white carton features vertical green text and the Vitasoy logo.
Vitasoy Barista Edition plant-based milk cartons — Oat, Almond, and Soy — each centred on a bold background in blue, magenta, and green-teal respectively. Each carton is minimalist with vertical text, set against oversized type reading ‘IT’S OAT’, ‘PLANET’, and ‘MILK.’ to highlight flavour and messaging.
Back panel of a Vitasoy Barista Edition Almond Milk carton, shown on a magenta background. The packaging copy reads ‘IT’S PLANET MILK.’ with supportive text about sustainability, local sourcing, and Vitasoy’s Australian heritage. A barcode and recycling symbols appear at the bottom.
Photo of a person sealing a Vitasoy Barista Edition Soy Milk delivery carton using branded green tape that reads ‘IT’S PLANET MILK’. The box features bold green ‘SOY’ typography, the Vitasoy logo, and product information printed on kraft-style packaging. The scene is set on a white studio floor.
Close-up of crossed green packing tape on a kraft cardboard box. The tape reads ‘IT’S PLANET MILK’ in bold white text, with the Vitasoy plant logo repeated between phrases. The image highlights the sustainable, branded packaging design.
Branded Vitasoy delivery truck reversing into a warehouse dock at a Vitasoy distribution facility. The trailer features bold blue text reading ‘IT’S PLANET MILK’, a smiling illustrated coffee cup character in red, and the Vitasoy logo. The scene is set under a clear blue sky.
A man wearing a white T-shirt with the slogan ‘IT’S PLANET MILK’ and an illustrated pink takeaway coffee cup character on the back. He is climbing into the driver’s seat of a truck, wearing a red mesh cap and blue jeans. The scene is lit with a flash, highlighting the shirt’s bold branding.
Split image showing two hands holding takeaway coffee cups decorated with playful pink Vitasoy characters. On the left, milk is being poured into a cup with latte art. On the right, a woman in a white shirt holds a lidded cup while using her phone. Both scenes are lit with flash, giving a candid, energetic feel.
Close-up of a seated person wearing a cream-coloured sweatshirt featuring a small pink illustration of a smiling takeaway coffee cup character. They are holding a glass of frothed coffee with a straw, branded with the Vitasoy ‘OAT’ logo. The scene is softly lit, with a casual, relaxed atmosphere.
A woman crouches in front of an open fridge wearing a white oversized T-shirt with the slogan ‘IT’S PLANET MILK’ and a pink illustrated takeaway coffee cup character on the back. She is wearing a black cap, black Adidas shorts, and sneakers. The fridge is partially stocked with jars, yoghurt, and drinks.
Animated Vitasoy brand sequence featuring the Vitasoy wordmark, a cheerful illustrated coffee cup character, the ‘IT’S PLANET MILK’ campaign slogan in bold blue typography, and the round plant-based symbol. The animation showcases key visual elements from Vitasoy’s Barista Edition packaging and campaign.

Projects:

Vitasoy
Hero image featuring the Vitasoy Barista Edition Oat Milk carton set against a bold blue background. Large white text on the left reads ‘IT’S PLANET MILK.’ while the minimalist carton on the right displays the vertical ‘OAT’ label and plant icon. Designed to reflect a modern café aesthetic and sustainability message.
Nosworthy Group
Close up image of LED screen with man wearing glasses, looking side on
Big Ass Fans
P2
PII logo design for P2, a digital content agency. The minimalist, bold typography features a neon green ‘pii’ against a dark background, embodying the brand’s ethos of standing out in the advertising and marketing space.
Benevolent Society
Network Architectural
SL+D Online
Phill Nosworthy
Inner West
AFL – NEXT
R.M.Williams
Aqualux
Iggy Get Out
The Arc Agency
Arriba Group
St John