The brief was to design a range of packaging for soya milk products aimed at the younger audience. It was inspired by the rise of the vegan market with people leaving animal animal-based products behind because of both the health and environmental benefits. The use of the cats on the design was to show off the juxtaposition of cats that are often of seen drinking cows’ milk now drinking soya milk. This suggests the idea that even they now see the need to change in order to help save the planet. The use of the ‘hipster’ clothing on the cats helps to create a personal link to the target market as they are able to identify more  closely with them.