Project Manager
at
Farhad Kuchkarov
| Title | Milgrad |
| Agency | Advertising Group Depot WPF |
| Campaign | Milgrad |
| Advertiser | Bryansk Dairy Factory |
| Brand | Bryansk Dairy Products |
| Posted | December 2020 |
| Business Sector | Milk & Milk Based |
| Story | We started our work by redesigning the main products in the dairy category. It was highly important to stay in commonly expected color-coding: white is for milk, green for kefir and light brown for buttermilk. The blue cat travels across the packaging of different dairy products. It stares with interest, plays with a string, spies and skips a beat with expectation. The illustration starts from one side of the packaging and continues on the other, so it’s possible to interact with it straight from the supermarket’s shelf layout. We have developed a new successive logo for Milgrad but in a more lighter and more modern way. M is for milk. M is for Milgrad as well. M looks like kitty’s muzzle. Letter M and cats are known fixtures in branding, but we have succeeded in distinctiveness by their combination, color and meaning.Tha packaging design became popular all over the world. The popularity began from Japanese twitter |
| Problem | Milk products hold more than 22% of russian FMCG market but dairy branding has stuck in recent years. Competition is high and it’s hard to stand out on the shelf. Brand Milgrad by Bryansk Dairy Factory is known as the first trade mark which brings happiness. Marketing team came up with the idea how the product can pierce the consumer’s heart. We decided to create something really cute and kind. |
| Media Type | Packaging Design |
| Creative Director | Alexey Fadeev |
| Creative Director | Anastasia Tretyakova |
| Project Manager | Anna Rozhnova |
| Chief Executive Officer (CEO) | Alexey Andreev |
| Executive Director | Ksenia Parkhomenko |
| PR Director | Daria Vedernikova |
| Art Director | Vera Zvereva |
| Art Director | Stas Neretin |
| Designer | Elena Ratner |
| Designer | Tatiana Mikolaevskaya |
| Designer | Anastasia Tsyrkina |