“Maamu“ — a cheerful dairy product brand for children, from the largest Mongolian producerAPU Company, a part of the Shunglai group, is the largest producer of both alcoholic and non-alcoholic beverages in Mongolia, and is the third largest company in the country. In 2013, the company moved into a new strategic sector in their area of operations, namely the production of milk and dairy products. The company contacted KIAN In order to carry out a comprehensive design process for their brand’s new products.One of the most significant projects for the company from both a business and social point of view was the design of a brand for children’s dairy products.The name of the “Maamyy” brand, when translated from Mongolian means: “little one”. In order to make the brand attractive and appealing to the youthful target market and to win the trust of mothers, a creative concept was designed in accordance with the universe of the Maamu brand. This is a magical country depicted with shades and colours associated with dairy produce, in which chocolate grows on trees. This fairy land is inhabited by the brand characters: a girl named Tsovu and a boy called Sergelen. The characters are portrayed in such a way that highlights the advantages of the Maamu product range.Sergelen is an active and bright young boy, he’s a little bit of a rascal who never stays in one place and is always playing sport. Sergelen symbolizes the strength and energy that children receive through consuming natural dairy products. Tsovu is a clever and diligent girl who studies very well and loves animals and nature. Tsovu tells customers about the benefits of dairy products and the useful nutrients, vitamins and minerals that a child receives every day by consuming natural dairy products.In the process of the full-rebranding project and the introduction of the brand to market, various positioning were designed, including the visual concept of the brand, a creative advertising campaign, and a promotional web-site. The subsequent success of the Maamu brand surpassed all expectations – today it is one of the most popular brands on the Mongolian market, enjoying huge success not only amongst children, but amongst adults as well. Video:Design and production – VOID Animation Studio
