“Natural” restyling of the dairy line

Brain Tank

Киев, Украина, 02000

Global corporations set trending movements in design, but by applying these trends to themselves, brands often lose their true “face” and other components. The Musaffo brand, in search of identity, does not slow down and, together with the Brain Tank agency, is restyling the dairy line, focusing on the sensations of natural and organic.

Each producer wants the consumer to choose the milk of his production. But what is the consumer looking for? Does the consumer want new milk? More milk? Perhaps he is looking for already-tested milk? It turns out that no, a person wants natural milk.

The Musaffo brand finds its naturalness in belonging to the natural sources of Uzbekistan, so the agency went in search of “naturalness”. Having studied the research data and the mentality of the country, the team found an insight that naturalness in Uzbekistan is perceived at the level of sensations.

But what is it? In the spring, when all nature comes to life, the green grass rises, and the cows come out to the meadow, the first warm sun hits your eyes, and you take a sweet sip of milk along with the fresh air, screwing a little so that only light breaks into your eyes.

It is this naturalness that a person is looking for on the packaging. But if the manufacturer provides high-quality milk, then marketing should help the consumer to make his choice.

The agency`s artists embodied this feeling. This is how a package with a new design of symbols of naturalness appeared: a blue sky with a light “milky” cloud cover, a “lively” landscape with a quiet river, and a jug of milk — the use of such images has a positive effect on consumer perception.

Looking at the style of the landscape, one can notice a slight watercolor carelessness – a pleasant simplicity that is understandable to a person looking at the packaging without words. All this was created, of course, using elements of the modern world trends, but something completely different, something native and lighter, comes to the fore here.

After we have felt and explored what resonates inside the consumer, it became possible to recreate this feeling of naturalness in the whole landscape picture, which can`t be expressed in words. And the path of identity, combined with trends in the design world, has become the right decision for a local brand in this category. After all, each brand chooses the design that will be effective in its market.