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Redesign of a popular women’s brand

Client:
Trading House “Milana”

Challenge:
Redesign of logo and package for the “Milana” female hygiene product line as part of the change in general marketing brand strategy. Product design has not been changed for 15 years. The company was preparing to start the production of renewed 30 SKU on modern equipment.

Solution:
We based the process of relaunching the product on the combination on women’s view and men’s logic. Keeping in mind the conservatism of brand users, we kept familiarity of the package, but enriched the range of colours and modernized trademark’s architecture. We used the classic methods of visual presentation for such products: soft lines, visual images that promise the feeling of freshness and care. New emotional design made the product favourably stand out on supermarket shelves. In addition, the differentiation system that we developed made it easier for customers to navigate more easily in “Milana” product line.The design we created increased the perceived value of the product and helped the customer understand that the brand is changing, developing and becoming more modern.

Team:
Creative Director: Artem Shutov
Art Director: Eugeniy Kalashnikov
Designer: Pavel Repin
Pre-press: Dmitry Yakushevich

Categories: packaging design, brand concept, redizajn, redizayn-etiketki, retail

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