MILK BRANDING: PACKAGING AND DESIGN TRENDS 2019

In 1990, there were about 7,000 different products on store shelves. They now carry up to 50,000 titles. Such a sharp increase in competition requires serious efforts from brands. And an important tool in the fight for the customer is the packaging and its design.

Good packaging design works like a wave resonance. If a person thinks the packaging is beautiful – they are more likely to buy the product, gladly take pictures with it, share it on social networks. In this way, more potential consumers are made aware of the product.

Packaging creates the first and lasting impression of a product’s quality. It also protects it and extends its shelf life. Its shape is responsible for the convenience of consumption: for example, it is not by chance that milk is poured into tall rectangular bags.

Example of a classic milk palette: 80 percent white on the package: accents of: blue, red and green

To make a product stand out on the shelf, you need to follow 6 basic principles of food packaging. We know all these principles and successfully apply them in our work. Order branding of dairy products from the specialists of KOLORO branding agency!

Dairy branding: main principles

1. Clarity. Consumers make decisions in as little as a third of a second (according to a study Consumers can make decisions in as little as a third of a second, published in the journal Judgment and Decision Making, Vol. 6, No. 6, August 2011, pp. 520-530). Therefore, the packaging should unmistakably indicate the contents. In the case of milk, the consumer expects white or at least pastel colors. Otherwise, the consumer will mistake them for juice or detergents.

Case: Valaam Monastery needed to introduce a dairy brand. Valaam is not just a monastery, but a combination of unique nature and geography. The clients wanted to avoid direct associations with the Church because that would immediately narrow the audience. Therefore, there is no stylization of Old Russian, churches, the words “Orthodox” and “monastery” in the design.

The designers were inspired by the northern nature and purity of Valaam. So by emphasizing on this, they have created packaging that appeals to a wide audience. The design looks competitive with existing brands.

Valaam brand design

2. Integrity. Customers have to trust the brand. What’s on the package, at the very least, should match the reality. Otherwise, users are created with false expectations and as a result, frustration.

Read also – Milk packaging design: doing it right

3. Authenticity. If the brand positioning is built around naturalness, closeness to nature, bright neon colors will create the wrong impression. This is seen in dairy product lines: it’s rare to see a screaming tone on the packaging. But to set yourself apart from the competition, you can intelligently apply accents.

Case: Food One is the leader of the ice cream industry in Central Asia. The task of the branding agency was to present a new brand to expand the markets of Central Asia, Russia and Europe.

The name Bahroma suited the named markets plus reflected the eastern roots. It was associated with Asia as a whole rather than a particular region. For Westerners, fringe is a decorative element in clothing and is associated with handwork. In the case of ice cream, the variation of flavors is played up by the brightness of the toppings and the soft texture of the product.

4. Shelf Effect. Retailers and grocery stores pay a lot of attention to how products are placed on the shelves. They look at how different packages fit together, what patterns they form.

Goods can blend together, details can get lost in the background. But if the design stands out on the shelf, the consumer takes the product off the shelf and is willing to read whatever is written on the package.

5. Flexibility. Customers love variety, such as adding new flavors to the lineup. But coming up with new packaging for each is not an option: too much information noise. Successful design means one template for the entire product line, with the addition of a different color or a couple of changing elements for milk, sour cream, butter, and any other products.
6. Utility. Food products should be wholesome and convenient. But the container itself makes a difference too. An example is packaging that takes into account the needs of visually impaired people. The concept design by student Alexandra Burling is stylish and useful.

Branding for the dairy sector: trends 2018

What did designers and dairy producers offer this past 2018? What do dairy buyers and producers need? Let’s break down the trends of the year.

1. Flexible packaging still dominates. This is especially evident on the cheese shelves. Grated cheese is sold in stand-up pouches: this is comfortable, allows you to store the product longer and looks attractive.

Read also: Analyzing the Ukrainian cheese market

Flexible milk cartons are also a must-have in the budget segment of retail chains. There are fewer of them because they are not as convenient as cardboard and plastic boxes. But for thrifty buyers it is important to change the price even by 3-5 hryvnias.

Although there are examples of flexible packages for fairly affluent consumers – standing soy milk cartons are a commonplace solution from Asia.

2. Consumer Convenience. This remains the main driver of the food industry in general and the dairy industry in particular. Today’s consumers desire compact, portable and functional packaging. Manufacturers respond to this in this way:

• prepackaged bite-sized pieces of cheese;
• Protein multi-packs of cheese, meat and nuts;
• yogurt in individual packages;
• cheese sticks in the same individual packages.

The concept of dairy products as snacks and snack foods is becoming increasingly popular. People are particularly interested in fermented dairy products.

We know how to to create a dairy brand identityWe know how to create a dairy brand identity that works for your product. Contact the designers and marketers of KOLORO branding agency.

3. Dried milk whey gets more attention. Protein is a byproduct of the dairy industry and has been considered a waste product in the past. Today it is a valuable commodity, it is used not only in diets, but also added to soups, baked goods.

Powdered whey is usually stored for a long time and sold in hard plastic jars. However, manufacturers are gradually switching to stand-up pouches in packs of 1 to 12 pieces. The transition is driven by consumer behavior – such packages are easier to transport and use.

General design trends in 2019 and trends in dairy branding

Overall, the trends in 2019 take over a lot from 2018, although a bit of nuance is added.

1. Simplicity, clarity and boldness. Designers strive to create simple and clear designs that are perceived instantly, in that very third of a second. Accepting a minimum of elements on the packaging will improve perception and increase sales.
2. Handwritten fonts. In 2019, it is expected that customized lettering, which expresses the warm and powerful energy of a product, will be more common. These fonts have natural texture and jagged lines.

Lettering makes a product stand out, especially against the background of common digital designs. The handwritten font conveys a sense of integrity, handmade, pleasant nostalgia.

3. Bright spots of color. Saturated colors encourage impulse purchases. Designers use bright colors with dynamic transitions to evoke the emotions of customers. In addition, the different tones show the different variations of products in the brand’s lineup.
4. Pattern repetition. Repetition of elements can create an interesting design. In previous years, patterns did not appear as often. 2019 may see the return of this visual motif.
5. History. Package design is not just a collection of colors and elements. Their combination conveys a story or message that immediately connects with the brand. For this purpose, designers use illustrations as a technique of visual storytelling. There’s a lot to be said for illustration, and the consumer recalls the pleasant sensation of long-forgotten fairy tales.

Read also: Advertising storytelling, or how emotions will rip your logic to shreds

6. Pastel colors. Non-bright colors in milk design is a long-term trend that isn’t going anywhere anytime soon. Soothing, warm tones give a sense of neutrality, naturalness and comfort.

Read also: Trends in the packaged milk powder market

7. Unique shapes. Designers come up with an unusual form of packaging that is different from what is accepted in the market. Sometimes the irregular shape may look extreme, but it definitely attracts attention. Such designs convey a bright and loud message from the brand.

Trends in dairy packaging reflect general trends: consumers value naturalness and naturalness and strive to live an eco-friendly life. Sometimes the impression of a product is more important than the product itself.

Is it time to redesign your milk or introduce a new dairy brand? Contact the experts at KOLORO branding agency. !