CREATIVE DIRECTION FOR NUDE Oat Milk Launch 2021
Graphic Designer and Creative Director: Fabiana Falcão / Copywriter, Strategy and Creative Director: Luana Schabib / Film Director: Flávio Melgarejo / Year: 2021
Graphic Designer and Creative Director: Fabiana Falcão / Copywriter, Strategy and Creative Director: Luana Schabib / Film Director: Flávio Melgarejo / Year: 2021
Nude entered Brazil’s plant‑milk market in 2021 with a clear proposition: “Made from oats to replace that other ~milk~,” free from questionable ingredients, boasting a low carbon footprint, and certified as a B Corp. As an independent creative director, I partnered with a fellow freelancer to orchestrate Nude’s launch on a lean budget. Our challenge was to build a distinctive campaign — manifesto film and social identity — that would introduce the brand and resonate with a new generation of consumers.
At the heart of the campaign was a manifesto video that confronted the advantages of plant‑based milk and the environmental drawbacks of dairy. Rather than preach, we invited viewers into a world where choosing oat milk felt like a small but powerful act of care for the planet. To support the film, we produced a photography session and graphic assets that extended Nude’s voice across social platforms.
At the heart of the campaign was a manifesto video that confronted the advantages of plant‑based milk and the environmental drawbacks of dairy. Rather than preach, we invited viewers into a world where choosing oat milk felt like a small but powerful act of care for the planet. To support the film, we produced a photography session and graphic assets that extended Nude’s voice across social platforms.
The brand’s core identity, created by design studio Rebu, was our foundation. We lifted the packaging typography into digital applications and expanded the palette with vibrant secondary colours. Hand‑drawn lettering and irreverent compositions added a sense of spontaneity. Our art direction intentionally broke from the muted, pastoral aesthetic typical of plant‑milk advertising; instead, we embraced strong colours and playful arrangements aimed squarely at Gen Z sensibilities. The campaign’s banner line, “Nude. Leite se faz assim.” / “Nude. This is how you make milk.”, underscored the honest, straightforward ethos of the product.
Despite the modest budget, the launch cut through. Nude’s debut positioned it as one of Brazil’s leading plant‑milk brands, celebrated for its youthful personality, quality and cool factor. By combining a clear environmental message with a fresh visual language, we helped Nude stand out in a crowded category and connect authentically with a new generation of milk drinkers.
Despite the modest budget, the launch cut through. Nude’s debut positioned it as one of Brazil’s leading plant‑milk brands, celebrated for its youthful personality, quality and cool factor. By combining a clear environmental message with a fresh visual language, we helped Nude stand out in a crowded category and connect authentically with a new generation of milk drinkers.
