Millions of people use milk in their diet every day. But there are people who are intolerant to milk fat and can only consume skim milk. Or people lead a healthy lifestyle and deliberately refuse to consume milk with regular fat content. Therefore, skimmed milk products are produced for such people. But visually, the packaging of such products practically does not differ from the packaging of dairy products with standard milk fat content. Therefore, our task was to develop a naming, positioning and package design for skimmed milk products, which will visually reflect the properties and value of the product, and at the same time stand out among the competitors.
Considering that most people with a milk fat intolerance feel heavy after drinking regular milk, we proposed a solution to convey through the design the feeling of lightness when drinking skim milk. So we got the image of a cow that easily rides a swing, easily performs acrobatic tricks, and easily rides a scooter.
Since it was decided to translate the properties and benefits of the product through the image of a cow, it was decided to focus on the character in the package design. That’s why the main background of the package is white, to highlight the main character. The image of a funny and carefree cow would allow the product to stand out among the competitors.
The design of the packaging is quite minimalistic. The upper part of the package is reserved for the logo and the metrics of the volume and fat content of the product. The logo itself is made in the form of a spot on a cow, thereby indicating that the customer is facing a dairy product. The lower part of the package is reserved for the illustration and the name of the product. The differentiation of the product within the line is built by the actions of the cow, as well as by the color in the product name. The sides of the package are reserved for technical information. All the information is divided into blocks, where the accents are made on the properties and advantages of the product. An additional accent was made on the barcode with an illustration, where the lightness of the product was additionally emphasized.