Soy milk “Soy Mamelle” – an innovative brand for PDA and IPACK-IMA In the spring of 2009, PDA and IPACK-IMA, the largest international exhibition in the sphere of packaging for the food industry, organized a joint project, "Design & Sustainability". The main aims of the project were to further the development of technology for the form and design of packaging, to increase ecological production and the effectiveness of packaging as a sales instrument. TASKParticipants of the project were asked to come up with a creative brand concept for an innovative product, in this case, soy milk possessing some unique properties. This particular product is aimed towards people aged from 5 to 70 years old with lactose intolerance and preferring a natural and healthy diet. The basis of the task was to successfully put across the following message to the consumer: that milk from a vegetable origin is in no way inferior to natural milk from cows, neither in terms of taste nor in terms of beneficial propertiesSOLUTIONKIAN designed the naming strategy, a creative concept for the brand, as well as the form and design of the packaging. Soy milk “Soy Mamelle” is a 100% natural product, a source of valuable protein and calcium, furthermore it does not contain cholesterol and actually reduces the level of it in the human body. The designed concept of the packaging form, reminiscent of a cow’s udder, gives the idea that milk from a vegetable source is identical to that from a cow.