Fairy Milk (produced by Molokija company) is a well-known and successful brand on the Ukrainian market. It has numerous fans that value its quality and philosophy. We were commissioned to redesign Fairy Milk line within global redesign of all the Molokija brands including the parent company.
The main challenge was to analyze the old design and rethink it in a very careful way. As the brand is already successful, it is a huge responsibility to make any changes. New packaging should be familiar to all loyal customers and attractive to new ones. This mass-market product is sold in all the supermarkets around the country. That is why the design should be understandable and appealing for all kinds of people regardless of age, education and artistic taste.
First of all, we had to keep vivid yellow background of the packaging, as it has already become an important eye-catching attribute of Fairy Milk. It was essential to follow the existing childish style and use fairy tales characters, but we decided to make them especially touching and kind. To underline the origin of Fairy Milk, we used only Ukrainian fairy tales and got inspiration from children’s books design typical of Ukraine.
The brand name is well-known but Fairy Milk had no real logotype before as every product in the line had different title font. We developed a dynamic but recognizable logotype, changed visual accents as well as created a new structure for technical and promotional information.
While working on Fairy Milk line, we also redesigned the Molokija parent company logotype. It should be changed independently and in the way it could be easily embedded in all the existing products.