Concept Development - Key Visual Development - Copywriting - Animation - Graphic Design - Packaging Design - Social Media Content - Video Production
Client: Nutricia
Brand: Malyutka
Project: Gold Anniversary
Malyutka is one of Russia’s most iconic formula milks with a strong heritage amongst the nation. To celebrate the brand’s 50th anniversary, we were asked to re-design the packaging design and leverage the hugely successful “I am Happy” campaign from Bebelac, as well as the ‘YH hand-drawn illustration style’ visual glue that we had utelised across digital content touchpoints.
The design could not be a limited edition as it was foreseen to stay on the market for a minimum of 5 years – hence no reference to the 50th anniversary but still with a celeberatory looking design, look & feel.
We proposed the introduction of a visual RTB in the form of a benefits icon highlighting the core vitamin supplements and their building blocks. We reemphasised the playful character of the brand with a kitten character displayed in different scenarios (sleeping, sitting up, crawling, standing) in relevance toward the stage and age group for each project.
Finally we created social media content and a video for television / online to launch the new design.
