A new packaging design has hit shelves this week for Cravendale’s products, designed by Elmwood Leeds.

The brand has refreshed its current design, which has been in place for three years, in an effort to better communicate its ‘purity’ message to consumers inform them that Cravendale products are filtered for purity while reminding consumers that it stays fresh for seven days once opened.

Sam Dolan, brand manager for Cravendale, commented: “The challenge was to create a design that stands out against other milk brands and that really catches consumers attention when they’re shopping the milk aisle. We want consumers to be more discerning in their milk choice and spend more time shopping the fixture.

“Our aim is to communicate the product benefits of Cravendale. It is filtered for purity, removing more of the bacteria that turns milk sour, meaning it also stays fresher for longer.”