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When MLEKARA launched the low fat "ella" brand products on the market in 2001, it was the first and the only in Serbia. Eight years later, with its original image still unchanged, it was not single any more.

Today the requirements and the expectations of young women, the primariry target segment of the brand, are heading toward something new, attractive, and unusual. To meet their wishes a thorough re-design of the brand conception emerged as a must.

he first step was to poll the management of MLEKARA and then to get the opinions, attitutes, and comments of target consumers through a qualitative research. We considered all sensory aspects of "ella" brand and defined the development strategy for each of them aspiring that it would become the leading domestic sensory brand. We started with "ella"s look rendering it absolutely new, elegant, and aristocratic in appearance. The dominating color was a specific shade of violet and a big white zero taken out from the fat contents percentage indicated on the products of the brand as 0% and 0,9%. The first sketches suggested that the brand should be linked with fashion and things making a woman a lady. "ella" was to be sophisticated and impressive, yet dynamic and approachable. The whole concept of the brand was founded on the symbolic meaning of its name "Ella", (French for "she") and the brand's character was presented through the attributes of an ideal young woman.

With this brand management project MLEKARA got the most elaborated brand so far and a good basis for a consitent application of the set sensory strategies to develop a brand, in the course of time, the consumers will continue to live with for years gradually advancing it.