Москва
Большой Черкасский пер. 2/10, 4 этаж +7 495 641 71 24
Новосибирск
Жуковского, 102, 8 этаж +7 383 203 27 90 +7 383 203 27 64
"Soy mamelle"
The Case
In the spring of 2009, PDA & IPACK-IMA a large international conference for packaging food products organized “Design & Sustainability” joint project. The primary goal was the development and improvement of packaging technology and the design of the package itself, focusing on being more environment friendly, while increasing productivity and effectiveness of the package as a sales tool.
The Assignment
Project participants were offered to design a creative brand conception for innovative product — soy milk, possessing unique functional advantages. The given product is aimed at lactose intolerant consumers, aged 5-70, who prefer a healthy and natural diet. The objective was to inform the consumer that neither by taste, nor by any other functional characteristic is regular milk any better than milk obtained from natural plants.
The Solution
The KIAN brand agency took on the process of naming, formulating a creative brand conception, and creating the package shape. Soy milk “Soy mamelle” is a 100% vegetative product. It is a source of high grade fiber and calcium, containing no cholesterol and a proven ability to actually lower cholesterol levels in the human body.
The developed conception of the package shape resembled an udder, which presents the first half of the message in that soy milk is identical to that of a cow. The second part of the message is delivered via the colour score and décor of the packaging, which concentrate on the phytogenesis of the product, creating an image of nature and health.
The package can be made of a PET or a glass. It has convenient lid and leans on a 3 legs. This finding has tremendous potential for improvement of brand identity in POS-materials and nonstandard equipment trading.
Bronze
Epica awards 2009
Gold ADCR 2010
