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MLEKARA from Subotica is not the biggest, but certainly is one of the most innovative dairies in Serbia.

For years, however, the basic qualities of this milk had not been sufficing enough for the consumers to accept it in the way MLEKARA expected it would be.

Our primarily task was to distinguish Vita Milk by design from that of the competitors. A number of domestic producers were trying to catch the attention of consumers by a jumble of bright colours to allure consumers. We turned the opposite direction colouring the existing packaging in dark blue shades with a splash of milk, at the bottom, explicitely suggesting the nature of the product. There were also some modifications on the Vita Milk brand logotype rendering it more milk-y and depicting the vitamins as candies.

This way, the product once having quite "serious" look became much more attractive for kids and young mothers for whom, in the first place, it was intended. The expected sales increase after redesign turned into growth no other type of UHT milk of MLEKARA ever had up to then.