Life is full of beautiful messes—chaotic mornings, kids who don’t want to wake up, spilt milk and television dinners. Nutrilait celebrates these beautiful imperfections with its new visual identity and brand positioning developed by TAXI Montréal. The new brand identity features the simplicity of Nutrilait’s products, and distances itself from the illusion of an immaculate lifestyle shown in other advertisements and magazines. In addition to new package designs, the first phase of the campaign includes in-store programs, a website redesign, new delivery truck graphics and uniforms for the Nutrilait sales force.