Food DIY has been a niche market that is rapidly becoming mainstream. Consumers who are taking interest in what goes into their food are seeking out new brands that make this easy while also not compromising on flavour experiences. As a category, make-at-home powdered yoghurts has served consumers with a tried-and-tested, standard range of flavours to with little innovation in taste or product. This has also been a historically mainstream category - with low price point entry. Culture was developed to disrupt this thinking. Bringing flavour propositions and unique product properties usually found in the premium chilled dairy category to the make-at-home consumer. Foodies orientated flavours are combined with recipes that are packed with essential active 'cultures' (Pre & Probiotics) that offer great gut health. The target market is the adventurous and curious consumer, unafraid of trialling new products and always looking for new and exciting flavours to explore. Culture was a brand that would meet this markets curiosity. The name was intentionally challenging for this offering, highlighting the key health properties while also being flexible for the business to extend its reach into other categories that contain some sort of active cultures. To cause major disruption in this supermarket aisle and appeal to this younger demographic the brand aesthetic was inspired by edgy indie magazine publications and typography from music posters. Led by the insight of being 'straight-up living food' this brand was designed to be the antithesis of the market incumbents. Typography is bold, brash and minimalist - literally 'shouting' on-shelf. Pops of strong colour denote flavour profiles and contrast against a matte white background. Copy on the front and back of packs is short, sharp and 'to-the-point' with the key message based around being on a mission to deliver a daily dose of cultures.