Milk - Lovely Package

Moreish

October 11, 2015 by Lovely Package

“The luxury segment is experiencing the strongest growth in skincare. Moreish was an existing, but underperforming range in pharmacy. The existing brand was centred purely around argan oil and its Moroccan provenance, but the visual architecture was very pharmaceutical in aesthetic and not embraced by consumers. While the already effective formulas have only been slightly altered, the brand positioning, language and design were completely up for grabs.

The new differentiated Moreish proposition is now more relevant to our target audience, we brought this new positioning alive through a more sophisticated pack language. The new positioning needed to work harder than focusing solely on a key ingredient, as these are subject to fads and potentially negative media. The skin is the body’s largest organ, and whatever goes on the skin is ‘consumed’ by the body, so therefore anything applied to the skin should truly nourish like nutrient-rich food does. Leveraging this simple insight, we repositioned the brand as ‘Superfood for Skin’.”

Only Good

August 17, 2015 by Lovely Package

“Our brief from long-term personal care client API was to deliver an eco-friendly, ‘department-store-type’ brand into supermarkets at an affordable price. Making an uncompromising, design-led range accessible, at an affordable price point.

As natural and gentle as it gets the product needs to sell based on more than simply its ethical credentials – it’s got to feel desirable and an everyday indulgence.

As always in the FMCG space, quick, clear communication is key – so the name Only Good was key to representing the ‘all or nothing’, no compromises range. ‘Decor appeal’ is important – sleek amber bottle, simple design, and strong use of typography make this a pack that can be proudly displayed in the bathroom. A more natural high-end aesthetic.”

Nutrilait

June 29, 2015 by Lovely Package

“For its new brand identity, Nutrilait’s simplicity is featured. Far from the image of an immaculate and perfect lifestyle used in so many ads and magazines, the platform was built around the tag line “Real milk for real life.” Life is full of beautiful messes – chaotic mornings, kids who don’t want to wake up, spilt milk, and dinners in front of the TV. Life isn’t perfect – and Nutrilait wants to celebrate these beautiful imperfections.

“The synergy with the Saputo team was immediate,” says Pascal De Decker, Executive Creative Director and GM of TAXI Montréal. “From our very first meeting, we saw they had a true grasp of the stakes, and a real determination to find solutions. Too many clients stick their head in the sand when things aren’t optimal. Saputo isn’t one of them. We came up with unconventional ideas and they came on board.”

Silkmilk

September 19, 2013 by Lovely Package

“I wanted to make a “half minimalistic” style conceptual package, with a traditional font of Switzerland. Different types of milks are given different rich colors to distinguish itself.”

Student Work – Cassandra Cappello

April 6, 2013 by Lovely Package

“This is a student project for an invented brand and redesign of a line of milk and juice cartons. These packages are specifically for milk, chocolate milk, and strawberry banana juice. The shape is inspired by old metal milk containers and the minimalistic design allows this line of packages to stand out on shelves. The packages are also bilingual, written in both English and French.”

PANON Dairy

March 5, 2013 by Lovely Package

“Peter Gregson Studio designed the packaging and ID for new brands of organic and non-organic milk, yogurt and kefir called PANON® and BIOPANON®. They are produced in 0.5 and 1 liter packaging. We saw this task as an opportunity to go back to the “basics” both in design and tradition. So, we used the pattern of traditional embroidery and turned it into a simple graphic form.”

Health Basics

October 13, 2012 by Lovely Package

“The New Zealand story is not a new one to consumers, but it’s a compelling and evocative differential in a category heavily crowded by imported brands. Health Basics wanted to own that share of shelf, heart and mind by leveraging their authentically New Zealand made provenance.

We were happy to oblige.”

Mook

June 27, 2012 by Lovely Package

Designed by Hello | Country: United Kingdom “Mook is a powdered milk product used by caterers. We were briefed to produce a quirky, humorous brand to stand out from the crowd.”

Student Work – Anders Drage

June 18, 2012 by Lovely Package

“I love milk.

But unfortunately milk never tastes the same outside Norway. I needed to make my self a problem I could solve. I wanted to make norwegian milk available outside of Norway, but I love the packaging design of high-end alcohol products. The brand Voss have had great success with their norwegian water internationally, so why not make an exclusive norwegian milk?

So how would a exclusive milk from the mountains of Norway look like, if it was to be sold internationally? The solution gives you a warm and good vintage feeling, while maintaining the exclusive look. The typeface that “Mountain Milk” is set in reflects the roots of Norway, and the image that is revealed after you’ve had a glass gives you a picture of the nature in Norway.”

Student Work – Pavel Kulinsky

April 13, 2012 by Lovely Package

“Student concept for coffee cream packaging. The name “Krinka” is Ukrainian for a jug of milk or cream. I thought that the form of traditional Ukrainian jug would be a nice package form.”