Y Milk: Branding a Beverage Innovation with Willow & Blake

When beverage innovators SIP Ventures came to us to help launch their newest product we were intrigued, to say the least. It was brave. It was bold. It was…milk made from yeast by-product. Sure, it has an off-beat first impression, but Y Milk is on the frontier of a new age of food products bypassing waste by harnessing by-products. In creating Y Milk, SIP Ventures turned potential waste into something frothable, with a good source of dietary fibre and protein, and perfect to pair with coffee. They were all set to launch a trial into select cafés within the inner north—but first, they needed to figure out their creative strategy and branding. SIP Ventures knew they wanted to target alt milk drinkers, because they’re fickle. Market research shows alt milk drinkers are most likely to experim