Biotiful Dairy:
Packaging re-design

Brief

Biotiful Dairy – a small-scale company specialising in cultured kefir products – wanted a brand facelift that would complement their growing aspirations to shape the UK’s dairy market. With an intention to modernise their overall identity, Biotiful Dairy was after a new image that reflected both the provenance and health benefits of its drinks and snacks in an appealing, contemporary way. 

Concept

Incorporating a logo redesign, review of existing typography and options for new packaging concepts, the remit for Biotiful’s redesign required a simple solution that worked holistically across the brand’s image. The conceptual focus was defined by three main drivers: clarity of colour, messaging through illustration and visual hierarchy. Colour was used to differentiate between flavours, with contemporary pastel shades selected to represent major flavour profiles. The brand’s core messaging – which linked with the products’ origins in the Caucasian Mountains – was expressed through silhouetted illustration. An oversized milk droplet sits within the central trough of a mountainous profile. The droplet hovers above the product name and ingredients, exercising visual hierarchy through the integration of illustration and typography. The result is an overall design that promotes the goodness of dairy and the authenticity of origin through youthful and eye-catching design. 

Outcome

By distilling the client’s brief into three clear-cut conceptual threads, the redesign for Biotiful Dairy has contributed to the brand’s success within an increasingly competitive market. Following the redesign, Biotiful products gained greater popularity in the health drink market, began being sold in numerous main high-street retailers, and are now some of the most popular kefir products in the UK.