Derrick Lin


Creative Agency: Clёver Branding
Project Type: Produced, Commercial Work
Client: Parmalat
Location: Moscow, Russia
Packaging Contents: Milk products
Packaging Substrate / Materials: Plastic, Cardboard

The new image of dairy products “Beliy Gorod” is designed to give people a feeling of carelessness and every day remind them of their happy childhood.

Parmalat Group and Clёver Branding present the renewed packaging design for the dairy product line “Beliy Gorod” to the market.

Our agency was faced with an interesting task – to develop a new package design that would preserve continuity with the already familiar way, but at the same time fully correspond to the brand’s new positioning: “Thanks to the dairy products “Beliy Gorod” we are carefree and happy as a child.”

The brand “Beliy Gorod” belongs to the group of companies Parmalat, which is a multinational producer of food products and one of the world leaders in milk production. It is the largest Italian company in the dairy industry, founded in 1961 in Parma, the center of the province of Emilia-Romagna.

The main buyers of “Beliy Gorod” products in the new packaging were to be women from 25 to 50 years old, living in Moscow and large cities of Russia.

After testing various concepts among consumers, the team of Clёver Branding made a radical decision to abandon the existing illustrative technique of the brand at the time of setting the task, to make the design much cleaner, more relevant and to create a clear system of differentiation of different products within one line. In addition to the new design, a unique font headset was developed, which is used in the spelling of product names, which made it possible to make the packaging brighter and also to separate the product on store shelves.

As a result, a very successful image was obtained, which was unanimously approved by consumers on all tests.

Dairy products “Beliy Gorod” in the updated packaging have already arrived in the country’s stores, and a tangible increase in interest in it is confirmed by the fact that the task was successfully accomplished.