ABOUT

“Late Milk” was born from a group of social entrepreneurs who created a brand whose goal was to donate the 100% of their profit generated from sales, to social foundations that help vulnerable people in Chile. Their first product was “Late Water”. To launch their second product, “Late Milk” they called Grupo Oxígeno. The target audience is young, hip people, mostly women. We chose to design a product with a little sense of humor and a language that is completely different from the competition.

Each carton has a statement, written in chilean slang, that invites buyers to feel part of this solidarity movement:

The whole milk version says “Soy entera buena” which translates literally to “I’m completely good” and it can be read also as “I’m whole good”, and in chilean slang means “I’m gorgeous”.
The semi skimmed milk says “Soy buena leche”. This means “I’m good milk”, and in chilean slang it reads as “I’m a good person”.
The skimmed milk says “Soy cero rollo” which in chilean slang has two meanings as “I don’t have any love handles”, and also “I have no problems”.