We study trends: what is the best milk packaging?
Established in 2007, Pentawards is recognized as the most prestigious competition worldwide dedicated exclusively to packaging design in all its forms. It is open to all those who are involved in the creation or marketing of packaging from every country in the world. The main objective is to increase the amount of packaging design and to those who create it.
Every year, packaging from all over the world is evaluated by an international jury consisting of 12 designers with a significant reputation and Directors of the main companies for the development of packaging design. The jury selects the winners based on the creative quality and marketing relevance of the submitted works. The winners receive bronze, gold, platinum and diamond Pentawards awards. This year the ceremony was held in New York, and the winners in a number of categories were Russian designers who prepared a package of various dairy products.
We will tell you about the winners, based on whose example it is possible to study the trends in packaging and branding of dairy products for the modern consumer.
BRONZE
Bahroma: ice cream with Oriental flavor
Customer: Food One, the leader of the Central Asian ice cream industry, decided to launch a new brand to expand its market share and boundaries. Prospective sales regions are Central Asia, Russia and Europe.
Developer: Depot WPF
"Bahroma name was chosen from the options we proposed, among which there were more authentic words with oriental roots, but not included in the active dictionary of Europeans, – says the creative Director of the Agency Depot WPF Anastasia Tretyakova. – "Bahroma (fringe)" is the word that is succinct and clear both in the East and the West. It is associated with Asia without reference to a specific area. For Westerners fringe is attribute 0f designer clothing and fancy suits as well".
Speaking about the visual packaging solution, it is necessary to bear in mind the differences in the regions where Bahroma ice cream sales are planned. On the one hand, these are Asian States (Kazakhstan, Kyrgyzstan, Uzbekistan, etc.) – and the concept for local consumers is obvious, on the other – Europe and the European part of Russia, and then you need to adapt the packaging for the Western mentality, while maintaining the identity.
The package design was presented to the general consumer at the end of 2017 and became the bronze prize-winner of Pentawards-2018
Say: CHEESE/ "Say cheese!»
Customer: VITAKO
Developer: Ohmybrand, Russia.
These cheeses are for those who cannot sit still, who want to catch everything in the world, for the brightest and most demanding audience – for the young in spirit. They need cheese that they can take along, eat on the run or share with friends. It has a lot of protein that helps muscle growth, and cheerful cheese sayings will help not to get bored.
One wants to take pictures of "talking" package and share it with friends on social networks, and maybe even start the race of cheese quotes. It’s cheese with cheese! Any meal will be more fun and delicious. Say cheese "Cheese!"
SILVER
Federal brand “BALAAM"
Customer: LLC “Valaam products"
Developer: Depot WPF
The Abbot of Valaam monastery Bishop Pankraty:
- Valaam is wider than just a monastery. It is both nature and geography. There were a lot of people who believe in it and want to participate in it. And gradually we came to the fact that it is possible to develop a quality brand of a good level and go with it to trade. We wanted to avoid the product being directly associated with the Church, as this immediately reduces the number of possible consumers. "Orthodox" products, Halal products or kosher products — it's still focused on a narrow circle of believers. We do not specifically write that it is a monastery, that it is "Orthodox", we do not use the stylization of the old Russian style and the dome on the package. First, it's already become familiar. Secondly, it narrows the audience. Let everyone buy, including those who do not adhere to any religious beliefs.
- We also could not help but be inspired by the power and beauty of the protected Valaam: with its untouched lands, clean waters and air, which absorbed all the best that the Northern nature can give. The team had a task: to come up with a design concept that would attract the attention of a wide audience and looked competitive among the already existing product brands on the market. And we managed to develop a Federal product brand "Valaam", offering a concise, stylish and effective packaging design for the entire product line, say in the Agency-developer of the brand.
Suluguni and not only: Lado Shop
Getbrand Agency has developed positioning, naming and storytelling for the brand of food products of Georgian cuisine.
The author's illustration is the work of the Moscow artist Masha Titova.
Other countries.
Is it interesting to see the winners from other countries?
Golden award in the category of dairy products in 2018 was taken by a brand from Spain - Amado Charra
Developer: the Agency Moruba
Customer: Spanish manufacturer of goat and sheep cheese-Amado family from Salamanca.
Cheese - like kiss, said in the product description on the official website of the cheese company.
The Chinese Agency ShenZhen Lingyun Co., Ltd packed brand of sheep milk YangYangLa.
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