With the launch of the Mizo Prote!n product line, Sole-Mizo Zrt. has entered the functional food market. These high-protein products are designed to become new favorites among health-conscious consumers with active lifestyles. The goal of the new sub-brand was not only to carve out a distinct position within the high-protein product segment but also to do so in alignment with the core values of the Mizo brand.

When did the campaign launch?
The Mizo Prote!n product line hit store shelves in the spring of 2025.

Campaign Objective
Mizo Prote!n marked more than just the introduction of a new flavor — it launched a completely new product line. In addition to targeting young, sporty consumers, the packaging design had to ensure strong shelf presence while maintaining visual harmony with Mizo’s existing portfolio.

Creative and Brand Concept
Following a successful pitch, the full scope of brand identity design, packaging development, and digital go-to-market campaign was awarded to BolkoDesign, a creative agency based in Pécs, Hungary. The project began with thorough market research, analyzing competitors’ packaging, in-store placement, and visual communication. To understand the preferences of the target audience, the team conducted brand positioning and semiotic studies, which laid the foundation for the distinctive identity and digital campaign strategy of Mizo Prote!n.

A key design priority was the clear communication of the product’s functional value proposition, especially to support rapid decision-making at the point of sale. The packaging visuals were optimized using AI-powered eye-tracking analysis to ensure the design aligned with both the visual and content expectations of the target audience. The side panel of the packaging played a prominent role, serving an educational function that further supports brand building. More details on the project can be found on the agency’s website.

Bold Shelf Impact
The first products in the Mizo Prote!n range — ultra-filtered milk and plain and vanilla-flavored curd desserts — became available in stores in spring 2025.