A Bright Meadow Milk Brand in a New Design from Organica

This new design was developed to present traditional consumer values and expectations. As Organica design research findings released, such qualities as “being closer to nature”, “organic ingredients” and “traditional taste” are the most important criteria for a consumer to choose a milk product.

01/04/09 Brand strategy and a new pack design for a Russian regional milk brand  “Bright Meadow” was developed by Organica design consultancy for a Mordovian milk plant “Mechta”.

The project was released this spring at the Mordovian regional market, which is just the first step towards federal sales. As top-managers of the milk project decided, “Bright Meadow” brand should have an opportunity to compete for the national consumer with a broader range of products. Thus, several new positions were developed in a traditional milk assortment, including kefir, ryazenka, cottage cheese, both sterilized and pasteurized milk in different package types. 

To make a  “Bright Meadow” able for a national competition, Organica consultants developed a brand strategy and a new motto to support it: “Bright Meadow – bright choice!” Traditional milk segment at the Russian market is hard for a newcomer brand to become a winner. As recent consumer research findings showed, a new brand should have more emotional content and a clear message to compete with well-known old brands.

The next challenge for the “Bright Meadow” is to overcome its old image existed for previous several years before. This was a design with no brand message in dark and unemotional colors that didn’t attract consumers. Now with new brand image “Bright Meadow” has a chance to fight for national competitiveness.

This new design was developed to present traditional consumer values and expectations. As Organica design research findings released, such qualities as “being closer to nature”, “organic ingredients” and “traditional taste” are the most important criteria for a consumer to choose a milk product. New image developed by Organica design department reflects these expectations by using a cottage style illustration, bright “organic” colors and a sunny mood in every its design element.  “Bright Meadow – bright choice!” by Organica design consultancy.