Nowadays, grocery stores are filled with 'alternative milks' made out of soy beans and nuts that claim to be real milk. Our job was to remind people that the only true milk is the kind that comes from cows.

Cow’s milk is simple. It’s just milk from a cow. Soy milk, coconut milk and other alternative milks, on the other hand, are complicated chemically-engineered beverages. We felt like the best design was to reinforce milk’s natural simplicity with a very clean, simple site. No frills, all done practically, with no 'webby' elements.

Every page had a hidden element of interaction that wasn’t called out on the page. Users dug around and found these 'Easter eggs'. The result were long visits and lots of interaction.

• Communication Arts featured gotmilk.com as website of the week in January 2012• In the first month the new gotmilk.com received over 100,000 visits, averaging 3,730 visits/day• People who visit the recipes, health or news sections spent from 15 to 16 minutes on the site• The TV section is the most heavily trafficked section, and 77% of the spots are watched in their entirety