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8 O'Clock Milk (Concept)

Creative Agency: Brama Branding
Project Type: Concept
Location: Minsk, Belarus
Packaging Contents: Milk
Packaging Substrate / Materials: Plastic

The Belarusian milk shelf looks better with every year – packages are upgraded, new formats are evolving, and original solutions are emerging. The only segment remaining unchanged is low-priced milk: nothing interesting happens to a plastic pouch, its design is limited to the manufacturer's logo and “technical” information. So boring! What if to turn the form into the idea?

Visual concept of packaging, naming

A square package of milk resembles a sleeping pillow. And milk is usually consumed after sleep and before bedtime. In the morning, it is added to cereals, smoothies, flakes, coffee, and a glass of warm milk with a cookie before going to bed is a favorite treat for many children. Therefore, a variable name: “8 a.m.” for fatter milk and “8 p.m.” for a lighter product.

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