The Swedes have been facing an identity crisis lately. The country loves to drink milk, as the average Scandinavian drinks about 98 liters of moo juice annually, but Sweden is also one of the most eco-conscious nations around, leading many in the country to question their affinity for the dairy industry given its impact on the planet.
Itâs little surprise then that many innovations in the development of plant-based milk alternatives herald from the land of Volvos and self-assembled furniture.
The alt-milk space in Sweden is so competitive that standing out and getting noticed is going to be a challenge. These brands canât solely rely on their ecological credentials to grab consumer attention, as was the case for Sproud, a Swedish-based vegan milk substitute made from peas. To create a visual identity and branding that rose above the crowd, Sproud enlisted the talents of agency Martin Kann Group.
