Here’s a brand that is beloved by the people of its country. It’s handmade milk that is so revered, people imagine there’s a guy with a cow at the beginning of an assembly line. Santa Clara milk is artisanal and a big part of the culture. So, when thinking about its 100th anniversary, they wanted big ideas. The only criterion was to be disruptive.

My team decided to focus on something that would align with artistry — in a way that celebrates Mexican culture and customs. We did a deep dive into the brand’s core values and found a mission to reduce waste. Which led us to discover an eco-friendly technology that takes out-of-date milk and transforms it into cotton-like thread.

We had ourselves a trifecta.