Silk had tried to reposition before and it hadn't landed. The challenge was finding a way back to relevance that felt grounded in what the brand already did well, rather than a reinvention that felt forced.

Working with the strategy team, we built a new social content framework around Silk's real strengths: variety, accessibility, and a track record of trust with Canadian consumers. The repositioning layered in stronger visual identity work and more targeted content to sharpen the brand's appeal with a specific demographic. The idea was simple: Silk's plant-based range isn't niche. It's for all.