MILK – skin care products

Design: Clёver Branding
Location: Russia
Project Type: Produced
Client: BIG
Product Launch Location: Global
Packaging Contents: Cosmetics
Packaging Substrate / Materials: Plastic
Printing Process: Flexography, offset

With the updated MILK even more fun. Clёer Branding and BIG Company increase the level of good mood among Russians. The branding agency Clёver Branding carried out a bright restyling of packaging for cosmetics MILK for skin care.

The BIG company began its activity in 1995 and since then has become the owner of exclusive contracts for the production of cosmetic products. The leading activity of the BIG company is the development, creation and market launch of high-quality conceptual products, which are based on a creative approach to design and assortment. It is in the development of this area that significant financial resources of the company have been invested today.

Cosmetics for hair and skincare MILK containing milk proteins are very fond of a large number of Russians. Shower gels, cream soap, bath foams – all this not only takes care of the skin with high quality and gentle, but also due to bright and unexpected aromas gives an unusually joyful mood in the process of taking a shower or bath. “A shower gel with a magical aroma turns ordinary washing into a real anti-stress ritual!” – this is how Russian women respond about cosmetic products with the MILK brand. At the same time, since the creation of this product line, BIG has managed to keep prices for all MILK products at an affordable level so that literally every woman can try and enjoy these properties of such ordinary and very unusual means.

All this allowed us to gain a fairly large market share, despite the fact that competitors also have noteworthy lines of cosmetic products for body care. But over time, this product category began to expand markedly: according to the results of 2018, the market of cosmetic products for washing grew by 20%. This has become a prerequisite for the development of the MILK brand. New products in this category appeared on store shelves – bright, modern, aimed at young people. But it’s precisely young women who are the core of the MILK target audience: those who enjoy life, love everything new, are not afraid to experiment. There is a need for urgent restyling of the entire MILK product line. It was necessary to get away from direct association with yogurt, to become brighter, more modern in order to successfully compete with foreign samples, but at the same time maintain a mood of joy that is accessible to everyone. It was very important to preserve the milk-fruit theme of the cosmetic product in the design concept.

This is the task BIG marketers have set for Clёver Branding agency experts. To solve such a complex, but interesting task, we had to abandon the classic moves of the previous design, move away from the centrally laid out taste zone, abandon the logo in the form of a cow. From the previous concept only color solutions of the line were familiar to consumers. Our designers created the concept of perky berries and fruits. All of them are mini-characters with their vivid emotions that have fun, enjoy life and go into complete separation. The cardinal changes also affected the logo: it became stricter, but at the same time more vivid and memorable. This option better matches the product category of cosmetics. The bird in the logo, like a brand icon, helps maintain a recognizable identity and character of the brand. In general, the packaging began to look more modern and brighter.