With so many dairy alternatives now crowding grocery shelves, the addition of yet another might not merit a second look. And when the newest contender is potato milk, some consumers may not want to give it even a first look. As odd as it seems, though, this vegetarian alternative is an especially sustainable choice, much more so than soybeans, almonds, oats, or animals like cows or goats.
Branding would have to be impactful and meaningful to overcome consumer concerns over drinking milk made from spuds. Developed in-house, the new brand relies on colors and patterning to suggest a rich and creamy experience, while the sans serif lettering communicates simplicity and wholesomeness. The name Dug was chosen for “simplicity and clarity,” though it does dig up earthy implications that do not mix well with the concept of milk.