Package Refresh
Darigold
Invisible Element was brought in to support the brand refresh of Darigold FIT—a high-protein, low-sugar milk alternative aimed at health-conscious consumers. The goal was to create custom illustrations that reflected the brand’s active, energetic positioning and helped the product stand out on crowded grocery shelves.
This project brought together expressive visual storytelling, health-focused branding, and strategic illustration—an approach that balanced energy with clarity to meet both creative and commercial goals.
Project Details
Client: Darigold
Creative Director: Scott Ralls
Senior Designer: Erica Paoli
Marketing Director: Chyrsta Torres
Services: Design, Illustration
Tools: After Effects, Photoshop, Illustrator
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Discovery & Brand Alignment
Darigold FIT is a sub-brand focused on performance-minded individuals seeking functional dairy alternatives. With 75% more protein and 40% less sugar than regular milk, the product needed a visual identity that communicated health benefits without appearing clinical or generic.
Working with Creative Design Lead Scott Ralls, Invisible Element reviewed brand positioning, target demographics, and competitor packaging to shape an illustration style that would convey movement, energy, and vitality.
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Approach
A suite of illustrations was developed to emphasize bold movement and simplified human forms. Expressive linework and energetic color palettes were used to differentiate FIT from standard dairy packaging. The visual language was designed to communicate strength and motion while avoiding overused fitness tropes or gendered imagery.
Multiple iterations were explored to find the right balance of abstraction and clarity, resulting in a style that felt both dynamic and approachable.
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Execution
The final illustrations were applied across Darigold FIT packaging in multiple product SKUs. Each version retained visual consistency while offering slight variations to differentiate flavors. The artwork became the central storytelling element on the packaging, helping to establish shelf presence through color, form, and rhythm.
Process
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