Targeting young consumers in their teens, O’ Latte combines a smooth, milky, latte-like texture with a range of tangy fruits, yet without adding any preservatives. To emphasise the benefits of milk calcium to consumers, the packaging shows the O’ Latte cow. The mascot comes in variations depending on the drink’s flavour: on one bottle, for example, it is depicted as hugging the fruit, on another as running off with the fruit on its back. These slight changes in detail aim to entertain young consumers. The logotype embodies the soft, milky texture of the drink.