CHILLDISH
(Illustration, Brand Strategy,
Art Direction, Advertising Design)
This project reimagines milk’s identity for a new generation, flipping its “childish” stigma into a badge of freedom and joy. Instead of distancing from childhood, the concept reclaims it turning milk into a ritual of soft rebellion against adult burnout.
The brand positions milk as a drink that reconnects adults to spontaneity, comfort, and cultural coolness without apology.
Art Direction, Design, Illustration: Eleanor Yang
Copywrite, Strategy: Alva Nguyen
Milk has lost its cultural edge. Once a symbol of growth and strength, it’s now seen as outdated or childish, especially compared to trendy plant based alternatives.
Our challenge: reframe milk as a bold, culturally relevant drink for Gen Z and Millennials, something they feel confident, not judged, to enjoy.
02 BIG IDEA
03 ILLUSTRATION
04 PACKAGE DESIGN
05 PARTNERSHIP
To help adults make room for play, we'll partner with the brand that build the playground.
07 OUT OF HOME
08 STRATEGY NARRATIVE
09 Project management
Art Direction, Design, Illustration: Eleanor Yang
Copywrite, Strategy: Alva Nguyen
Software: Figma, Photoshop, Illustrator
AI Tools: ChatGPT, Image FX, Gemini, Nano Banana
