MELEK

№1 dairy production company in Uzbekistan
ABOUT THE PROJECT
The company is engaged in the production and distribution of dairy, cheese, flour products, butter and sunflower oils and is one of the leaders in the Uzbek market. The company's products occupy a confident place in the consumer's basket, but one cannot stop at what has already been achieved. The management decided to finalize the identity and rebrand a number of products.
What was before?
1. BRAND PACKAGING
Product packaging, social media page style and brand identity in general did not meet modern requirements and were not targeted at the main segments of the target audience. The pages were not actively maintained, the content present was uninteresting and did not cope with its functions, or rather did not convey the company's value to the consumer and did not receive feedback.
2. APPEARANCE OF PRODUCTS
The packaging of the product lines differed from each other, did not have a common concept and were made in different color palettes, which did not allow the consumer to distinguish between the brand's products.
BRAND PACKAGING
Our task was first of all to develop a brand identity and create a brand book. We decided to start working with the restoration of the logo and the selection of corporate colors. A new logo was developed on the basis of the old one. After approval, we proceeded to design the pages on the social networks Instagram, Telegram and Facebook. Based on the interests of the target audience segments, we developed a content strategy that should ultimately lead us to an engaged loyal audience in social media networks.
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PRODUCTS
We redesigned the packaging of the company's fermented milk, cheese, butter and flour products, which can best capture the attention of the consumer on store shelves and will stand out against the background of competitors' products.
First of all, we took up the redesign of yoghurts.

There was an idea to give a separate brand name for each of the products, but they decided to stop at a simple "YOGURT" with a vertical font.
5 FLAVORS
The task was identified in the redesign of the main five flavors
Bright and juicy colors

This concept promotes packaging with bright colors. Juicy colors that evoke children's curiosity and appetite even in adults encourage impulsive buying. This concept has been chosen to evoke the emotions of the customers. In addition, different tones show the range of flavors and help consumers quickly navigate the assortment.


2. BANANA

Manufacturers have a couple of seconds to attract the attention of the buyer; among the yoghurts from different brands, the buyer is guided by the look. We made a simple but distinctive design. The most important information should be conspicuous, so only two colors were used - yellow and white, it is immediately clear that the yogurt is banana.

2. BANANA

Manufacturers have a couple of seconds to attract the attention of the buyer; among the yoghurts from different brands, the buyer is guided by the look. We made a usual, but distinguishing design from competitors. The most important information should be striking, so only two colors were used - yellow and white, it is immediately clear that the yogurt is banana and made from quality dairy products.
3. STRAWBERRY

Strawberries can only be enjoyed in the spring season, and then you have to wait almost a year. Therefore, people often choose strawberry yoghurt. And here the competition is tough, manufacturers are trying to make the packaging more attractive and almost all yoghurts have become identical. We offered a unique design of the product - a minimum of colors, minimalistic design - this helps to stand out from competitors' products.


4. PEACH

Among the yoghurts everyone's favorite is peach yoghurt. Consumers often stand in front of the refrigerator and choose yogurt for a long time. And the task of all manufacturers is to help them choose exactly their products. But we thought it would be better if we prompt them before they go to the refrigerator. But how to do that? It is natural to make the product look more distinctive. To do this, we have selected a color that best matches the color of the fruit itself. And if this color is on a white background, it is noticeable from afar, it means that even a passing person will notice this product.

4. PEACH

Among yoghurts everyone's favorite is Peach Yoghurt. Consumers often stand in front of the refrigerator and choose yogurt for a long time. And the task of all manufacturers is to help them choose exactly their products. But we thought that it would be better if you tell them before they go to the refrigerator. But how to do that? naturally make it look more eye-catching. To do this, we have selected a color that best matches the color of the fruit itself. And if this color is on a white background, it is noticeable from afar, it means that even a passing person will notice this product.
5. APPLE

And of course apple yogurt. Nowadays, the simpler the design, the more confidence in the product. Perfectly designed green with apples on a white background describes how natural the product is and looks more appetizing than the multi-colored design.

The next in line was sunflower oil.

On the shelves all brands of sunflower oils look the same and are no different. Therefore, we decided to stand out with color. Black is also perceived as a quality and expensive product.
2 TYPES
Of sunflower oils
1. ONE AND HALF-LITER

We picked up a new stylish design and color. Black looks elegant and clearly catches the eye on store shelves among other oil products. We made a simple and understandable view of the container, no unnecessary bending and curved lines. Stylish and challenging look.

2. FIVE-LITER

For a five-liter container they also changed the color to black and did not begin to invent some grandiose new design, since nowadays everyone began to strive for minimalism, we made it so that it was easy for customers to navigate the product. This type clearly stands out among analogues and attract consumers.


2. FIVE-LITER

For a five-liter container they also changed the color to black and did not begin to invent some grandiose new design, since nowadays everyone began to strive for minimalism, we made it so that it was easy for customers to navigate the product. This type clearly stands out among analogues and attract consumers..
In addition to rebranding existing products

The task was to develop a design concept for the packaging of new products, which the company is going to start producing and selling in the near future.
CHILDREN'S CURD PASTE

A product designed specifically for children. The goal is to compete with popular imported baby yoghurts.

A red color was chosen for the target which immediately catches the eye. We also added mini-characters, which we plan to use in the future.

In addition to rebranding existing products

The task was to develop a design concept for the packaging of new products which the company is going to start producing and selling in the near future.
CHICKEN EGGS

As mentioned above, a product must grab the consumer's attention before it approaches it. Unusual packaging design for chicken eggs makes them more attractive. If the design of the package stands out among other analogues of the product, then this is a sign that the inside of the package is a really worthwhile product for its value.
The brand colors were used: white and blue. This will help to increase awareness and increase the loyalty of potential customers.

HANDLING MATERIALS
Also, we did not forget about the design of printed materials and business cards for company employees;)
If you are interested in this case, leave a request for us to contact you
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