Although things are changing, the world is still divided into two types of people, those for whom the content is important and those for whom packaging is everything. Whether you are part of the first or the second faction, the fact that the outward appearance of products conditions the purchases is an unquestionable reality. Precisely for this reason brands around the world turn to external agencies able to enclose the soul of the company or a product in the packaging.
A successful example of rebranding is the one made by Depot agency for the Russian dairy company Milgrad.

In Russia dairy products hold 22% of the FMCG market, there are thousands of companies and competition within supermarkets is high. Milgrad, which hadn’t changed its appearance for years, decided to turn to Depot agency to find a way to stand out on the shelves.
After several attempts made by Vera Zvereva design, the one that satisfied the customer the most was the one who saw the blue spot on which, in white, there was the name of the company transformed into a cat.

Well yes, to get straight to the heart of the consumer, Depot thought to bet on something universally recognized as cute and loving, namely a cat. In addition, that of the cat’s snout turned out to be a perfect shape that was transformed into a big “M”, from Milgrad, but also from Milk.
Starting from the milk pack, the blue cat quickly embarked on its journey on the packs of other Milgrad products, from kefir to cream, from cottage cheese to butter, literally invading the shelves of supermarkets and beyond. In fact, this cute blue cat has also depopulated on the internet, making people talk about him on TikTok, on Behance, on Twitter.

If you are still skeptical about the importance of packaging, ask yourself which milk you would buy between one with a banal and anonymous packaging and one from Milgrad.