Creative Agency: Safari Sundays
Director of Strategy: Georgia Levison
Creative Director: Adam Walko
Senior Designer: Ilana Addis
Senior Account Manager: Kate Dell’Aquila
Project Type: Produced, Commercial Work
Client: Misha Diary
Location: New York, USA
Packaging Contents: Quark
Packaging Materials: Plastic, paper, aluminum
Safari Sundays introduces the irresistibly, fresh up and quarky, next generation of dairy with a redesign of quark brand Misha.
Quark - the up and coming, smooth player in the dairy world with a whole lot to offer the higher protein, less fat, un-tart seeking dairy lover. Yet, as a dairy category in its infancy quark is still relatively unknown, and the word itself gets confused with anything from an elementary particle to Star Trek.
Inspired by the commitment, passion and style sensibility of Misha's Co-Founders, Kamilya Abilova and Daniyar Chukin, Safari Sundays set out to tell the quark story to the world.
Understanding this new product was paramount, and there was a lot to say. “Our challenge lay in telling the full story, on a tiny tub, with a fresh, 'next generation' attitude that could be stylish too,” says Strategy director, Georgia Levison, “and then of course there was the delicious moreishness of the product that people just needed to know about!”
Safari Sundays started by creating a bolder, prouder, stamp logo that said, crafted yet purposeful, and that Misha was a new way of doing things. And then there was the sneaky scoop out of the ‘i’ because Misha is truly irresistible.
The pack itself needed to tell a bigger story but not at the expense of simplicity and freshness. The benefits became an integrated pattern and the crafted flavors were designed in a modern, mouth popping style that you couldn’t miss.
"We challenged dairy traditions with a simple, modern, letterpress style of ingredient illustration,” says Adam Walko, Creative Director. “And then we crafted the quark facts into a bold but integrated pattern that people could choose to engage with, or simply see as a symbol of all the tasty goodness inside. The flavors come in bright pops of color to juxtapose the stylish presence of black, always keeping it simple yet showing people that this is something different”
The rest of the Misha story is told in a relaxed and inviting tone across the different faces of the pack, including the underside of the lid, offering a helping hand for your journey into the delicious unknown.
Co-founder and CEO Kamilya Abilova, adds “Misha Quark is similar to and yet so different from yogurt when it comes to the overall eating experience. It’s a fresh and disruptive presence in a very familiar yogurt aisle and we wanted this to be communicated to our consumers. The new design shows that Misha is characterful yet simple, an honestly made brand and it’s new identity positions quark as a truly modern dairy.”
Misha is available in select stores in New York Metro Area, as well as Wegmans stores in Sepetember 2016.