Design: Voskhod Agency
Project Type: Produced
Client: Uralskaya farming company
Product Launch Location: Russia
Packaging Contents: Milk, condensed milk, yogurt
Packaging Substrate / Materials: Carton
Seven Brothers, a local milk producer, is situated in the vicinity of the same-name mountain group. According to the legends, Seven Brothers rocks are pagan giants that turned into stone; it is a local Stonehenge.
The Shigir Idol, the world’s oldest known wooden anthropomorphous sculpture, was found on this territory as well, fifteen kilometers from the mountain group. The idol is eleven thousand years old. The place is a natural treasure and a famous source of wild power and pure inspiration. The naming Seven Brothers reflects the brand values: respect towards the history and legends of the region, fascination by the natural blessings.
The designing agency’s task was to create packaging for this new product line for regional market entrance. The brand’s location-specific naming inspired us to use the image of the Shigir Idol as a part of the visual system of the product line. Originally, idols appeared to form the spiritual bond between humans and gods. We decided to use the concept to re-interpret the legend about seven brothers and illustrated them through images of the idols. All characters of the concept have their specific differentiating features and colour and are customized according to the kind of a dairy product within the product line.
We created a unique font typeface inspired by constructivism motives. The packaging stands out against the background of the industry’s mass market traditions.
One of Russia’s most popular dairy products is condensed milk. Its design was created in 1939 in the Union of Soviet Socialist Republics and hasn’t changed since that time. The audience is blind towards any alternations of the design. All brands (including international ones) are forced to copy the pattern instead of developing and promoting their own, simply because there’s risk that consumers will ignore their product.
For the first time in eighty years, we managed to change the package design of a can of condensed milk while preserving the brand’s unique graphic system.