"Prostokvashino" is a familiar brand of dairy products that have been on the market for 9 years. High-quality products, a wide range of products, active communications, recognizable design, a popular character - all this makes "Prostokvashino" a competitively strong brand that has fallen in love with a large number of consumers. The brand needed to "refresh" its visual identity and to redesign the entire product line.
The task was to make the design lighter and cleaner, to preserve the brand's recognizability and Belarusian traditions.
First of all the logo was changed. It lost its black contour and complex drawing in the form of detailed elements, the character acquired a more open pose. The color of the package was changed from dark blue it was transformed into a rich light blue color. The lightness of the design was achieved through watercolor. Strips a background under the logo and an illustration of the village were made in this technique. The font became more characteristic and modern. The lower part of the package was transformed into a full animation zone which varies depending on the season: winter, spring, summer, etc. Both the illustration itself and the accent elements change snowflakes on the winter version and storks on the summer one. On a package of milk the illustration is entered in the roundish form in the form of a spilling milk drop. It is also transformed into a wave on other carriers.
Quite simple but well-designed solutions allowed us to successfully cope with the task and redesign the package while maintaining brand recognition and mood.