White Square | Белый Квадрат




Рекламируемый продукт



Milk products account for over 22% of the Russian FMCG market, yet dairy branding has rested on its laurels in recent years. Competition is fierce and it can be a tall order to stand out on the shelf. Bryansk Dairy Factory’s “Milgrad” brand is the first trademark in its sector that evokes feelings of joy. The marketing team came up with an idea that conquers even the hardest of consumer’s hearts. We created something that is cute, playful, and heartwarming. A charming blue cat glides across the packaging of various dairy products: it stares, wide-eyed and inquisitive, toys with a string, peeks expectantly from around a corner, and frolics playfully in the air. The illustration starts on one side of the packaging and continues contextually to the other, allowing the viewer to interact with it straight from the shelf. Although Brunhilda kitty was the main muse for our art director, every cat lover will surely relate to the loveable feline behavior depicted throughout the illustrations. We got started by redesigning the main products in the dairy category. It was crucial to stay in tune with the widely recognized color-coding: white for milk, green for kefir and light brown for buttermilk. We opted for a minimalistic background composed of solid white and differentiated the foodstuffs by changing the color of the font. Milk as a main product was represented by pure white and blue colors. The furry ambassador appears on every product and is comprised of the same shade of blue. We rolled out this style across the whole range of Milgrad dairy products, so the blue cat can be found on packages of sour cream, cottage cheese, custard desserts, butter, curd-cheese and brine-ripened cheese. We developed a new logo for the Milgrad brand, making it more lively and up to date. “M” stands for milk, and “M” is for Milgrad. The letter “M” also somewhat resembles a cat’s muzzle. The letter “M” and images of cats have appeared together before in the world of branding, but we have created a distinctive image thanks to the combination, color and meaning. In addition, the design is thriving on digital platforms. The Milgrad brand has an account on Instagram. The newly designed products have been on sale throughout Russia since August 2020. The Milgrad cat became a popular figure on Japanese twitter, International Behance, Russian TikTok and our kitty even turned into a meme on 9gag.com and pikabu.ru just several days following release.