Rebranding of the Beliy Gorod Milk Packaging by Clёver Branding
The new image of dairy products Beliy Gorod is designed to give people a feeling of carelessness and remind them every day of their happy childhood.
The Parmalat group of companies and the Clёver Branding agency presented to the market an updated packaging design for the White City dairy product line.
The agency faced an interesting task – to develop a new packaging design that would preserve the continuity with the image already familiar to the consumer, but at the same time would fully correspond to the new brand positioning: “Thanks to Beliy Gorod dairy products, we are as carefree and happy as childhood.”
Beliy Gorod brand belongs to the Parmalat group of companies, which is a multinational food manufacturer and one of the world leaders in milk production. It is the largest Italian company in the dairy industry, founded in 1961 in Parma, the center of the Emilia-Romagna province.
The main buyers of Beliy Gorod products in the new packaging were to be women from 25 to 50 years old, living in Moscow and large cities of Russia.
After testing various concepts with consumers, the Clёver Branding team made a radical decision to abandon the brand’s illustrative technique that existed at the time of setting the task, to make the design much cleaner, more relevant and create a clear system for differentiating various products within one line. In addition to the new design, a unique typeface has been developed, which is used in display writing of product names, which made it possible to brighten the packaging and further highlight the product on store shelves.
As a result, a very successful image was obtained, which was unanimously approved by consumers in all tests.
Dairy products Beliy Gorod in updated packaging have already arrived in the stores of the country, and the tangible growth of interest in it confirms the fact that the task was successfully solved.
- Design Agency: Clёver Branding
- Organisation/Project Type: Agency, Published Commercial Design
- Article Title: Rebranding of the Beliy Gorod Milk Packaging by Clёver Branding
- Brand / Project Name: Milk Beliy Gorod
- Strategic Deliverables: Research / Insight, Brand World, Brand Strategy, Tone of Voice
- Design Deliverables: Brand Identity, Branding, Brand Refinement, Brand Redesign, Brand Advertising
- Location: Russia
- Market Country: Russia
- Market Region: Europe
- Product Category: Dairy
- Consumer Packaging Format: Bottle, Bowl, Box, Can, Jar, Tin, Tube
- Consumer Substrate / Material: Glass, Plastic