The symphony of ABstract
Products of MLEKARA from Subotica, Serbia, have been known on the domestic market for their quality and the dandelion illustration on the packaging. AB yoghurt is, perhaps, the most relevant and the most successful among them. Its packaging has experienced several redesigns since 80s, but its basic concept has never been substantially changed.
The consumers of the 21st century demand something more than the quality of a product. Our task was not only to redesign AB yoghurt's packaging but also to provide consumers with an additional feeling of content through the product's new visual concept so as to enable the futher development and expansion of the brand.
Above all, AB yoghurt is high quality, healthy product doing good to human body. This was the reason we have chosen the shade of blue the symbol of wholeness, health, and life - for the dominating graphic element of the new design placing the milk-white logotype upon it. The green tones of the fresh grass and the inevitable dandelion explicitely suggest the natural origin of the product. After finishing the redesign of the base product, we drafted the new AB Pro yoghurt image toying with the basic elements and tones of the brand.
In addition to the modern design of its leading product our solution provided MLEKARA with clearly defined visual basis of its brand and an opportunity to expand it creatively while making new dairy products to the satisfaction of consumers.
