Bryansk – Debranding the dairy category

Agency: Depot branding agency
Creative director: Alexey Fadeev
Design director: Nikita Ivanov
Designers: Nikita Ivanov, Vladimir Bolshakov, Anastasia Tsyrkina, Stanislav Neretin
Project manager: Anna Rozhnova
Strategic director: Farhad Kuchkarov
Strategic manager: Dmitriy Komarov
Project Type: Produced
Client: Bryansk Dairy Factory
Location: Moscow, Russia
Packaging Contents: Milk

Challenge
At Russian dairy market local milk processing plants had always been trusted and appreciated since USSR times – for their stable quality and good prices for milk and dairy products, for National industrial standards compliance, for being main supplier of safe, fresh and good dairy. Unfortunately, modern marketing almost killed local «dairy plant» idea. True dairy producers just do their work. Everyday they produce a lot of well-known dairy products in a wide variety and they do it very preciously, accurately, according to strict rules and standards of food safety. They know nothing about marketing and branding. They are simple and honest people of labor. They cannot hide themselves behind beautiful pictures of countryside and farms, artisan look or imaginary characters promoted by TV ads.

Solution
Bryansk is historically «dairy region». And we decided to make «dairy plants» great again. Our main idea is very simple: they don’t produce marketing products, they just produce good and safe dairy. We created a brand for those, who is smart enough to choose without extra emotions, who is fed up with dairy category clichés, who is in search of best quality-price ratio and still has belief in industrial dairy, who looks for a good product, not just bright packaging.

Result
We don’t add any aids to our products, so we don’t add unnecessary in design as well. We use minimum tools but still look unique. We show full spectrum of dairy products, united under solid branding and still have good product navigation, which is also very impactful on the shelf in a supermarket.