AI plays role in creation of milk brand Metis

VitaDairy’s new milk product, designed for pre-teens, was crafted by Vietnamese branding and creative design agency M — N Associates. Its brand identity, which hopes to appeal to gen alpha but not appear childish, was partially designed with the help of Chat GPT.

Designed to deliver essential vitamins for growth, Metis contains fruit and barley milk and chewy jelly. Key to its carefree and optimistic identity is Vitrô, a mascot specifically created to appeal to gen alpha.

Starting life as experimental AI-generated sketches, Vitrô would come to inform the overall brand identity. Crafted as a series of simple, bite-sized scenes, the dynamic visual system includes a logo that represents the vibrant spirit of gen alpha.

Meanwhile, MN Metis Sans, a custom handwritten-style sans serif, is loose and rounded, mimicking Vitrô’s naivety.

Contrary to conventional category cues of attempting to evoke trustworthiness, Metis employs bold, character-led packaging. While the identity reinforces the functional benefit of Metis helping youngsters to physically grow, it also flexes to play on feeling.

Another important brand touchpoint is Metis’ merchandise. From notebooks to tote bags to T-shirts, all collectible merchandise was designed with its target audience in mind, meaning it acts as more than a mere brand extension.