The purpose of the rebranding of “Dairy Culture” was to expand the audience of the brand by visual update: to strengthen the loyalty of the existing target audience and attract a new one. I made colourful packs which are easy to see on the shelf but still recognazible as product of Dairy Culture company.
“Dairy Culture” is positioned as a brand of modern high-quality dairy products to improve the quality of life. Related aspects of the brand’s culture are high technological solutions, advanced approach to dairy products, and constant improvement of its consumer characteristics. The main tasks of the rebranding was to harmonize the visual attributes of the brand and its positioning by keeping the symbolism of the natural origin of products and a certain handmade look-and-feel. At the same time the goal was to bring actual, up-to-date and trendy features to the design, as well as to make the packaging bright, eye-catching in order to be more recognizable on the shelf.
The audience of the brand consists of modern urban women of big cities who care about their nutrition, make responsible choices and at the same time appreciate the value of a rich natural taste that make the products of “Dairy Culture” stand out from the competitors. The glass of “Dairy Culture”, the one with a spout, should become an essential part of the culture, image and environment of the consumer, an element of her everyday healthy lifestyle.