European dairy range Milli is to roll out a brand position created by Berkshire design group Vibrandt. The work is part of a unified strategy for design and communication of the Milli brand in the central European markets.
Vibrandt has been working on the designs for 18 months, after winning a pitch against Design Bridge and Enterprise IG early last year. The group worked with Milli’s product development teams and research companies to formulate the new identity.
The positioning is centred on the tagline ‘Natural Care’, employing a daisy graphic and ‘smile’ to suggest a ‘friendly, warm and approachable’ product range.
Milli is owned by Dutch multinational Friesland Coberco and produces milk, yoghurts, butter, cheese and a selection of desserts throughout Hungary, Romania, Slovakia and the Czech Republic.
According to Vibrandt joint managing director Simon Gore, the repositioning is targeted at mothers over the age of 30 in affluent households. Relating the health benefits of dairy products for families with children, the packaging designs are intended to present a stronger range identity on the shelf and to boost sales.