Russian milk brand attempts brand differentiation to highlight naturalness

2 Jun 2013

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Minskoblproduct has launched a new dairy brand Vysoko Vysoko for theRussian market. Its brand identity and packaging design were created by the Depot WPF branding consultancy.

 

When working on this project, Depot WPF paid attention to the difficulty that consumers have to find milk as they once knew it, with a natural taste and without preservatives, owing to the large amount of long life products available on the market.

To highlight the naturalness of Vysoko-vysoko, the agency created a bright and emotional brand associating with childhood.

‘We show that the world in childhood is enormous, bright and like a fairy story. And everything in it is simple and true. Reminding people that milk is a drink from childhood we recreate the image of a sincere, promising and true product’ claimed Alexey Fadeev, creative director of Depot WPF.  ‘Vysoko-Vysoko gives us opportunity to look at the world with the child’s eyes. Its naming, water-colour graphics of illustrations styled as if they were drawn by a child, stories from our childhood – all these elements emphasize romantic, airy and tender brand character.’

The Vysoko-Vysoko range includes more than 50 SKU. The products have already appeared on the store shelves in Moscow and St. Petersburg.

 

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