Case Study

LaDorna / The charm of freshly collected milk from Țara

Dornelor

Package design Packaging concept

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Context
Fresh pasteurized milk (ESL) consolidated in 2008 approximately 70% of Romanian packaged milk market,
forecasts highly predicting a similar ration for 2009 , in a market being alleged to grow in volume with 25%.

LaDorna Lactate, one of the most reputed dairy producers in Romania, had been activating in the packaged
milk category exclusively by means of UHT milk sold under the premium consumer brand LaDorna.

With an objective to get increase LaDorna market share, the company decides to enter the fresh pasteurized
milk category (ESL) by launching two SKUs and assigns BrandTailors product line extension development by
creating the package design whice preserving LaDorna visual footprint.

Solution
Subsequent to the brand audit, BrandTailors’ consultants concluded that LaDorna brand fascination is sourced
in it projecting an idea of milk being collected from a fairy region located in the middle of a colorful, vivid
nature, where time has no limits and the silence and joy are everywhere.

Thus, the package design imitates a sight of this far-away world while capturing the moment of pouring the
fresh milk in a yoke. Furthermore, nature’s chromatic variety and milk’s fluid movement ensure the differentia-
tion between the two SKUs (3.5% and 1.5% fat) while the graphic design dynamism generates a high level of
visibility at the shelf level.

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All graphic elements’ placement was designed to follow structural package design and transparency, so to
leverage on main message – natural freshly collected milk from Țara Dornei.

Contribution
Brand audit - Beatrice Daniș, Andreea Florea
Creative concept - Melania Nemeș
Package design - Melania Nemeș
Image retouching and printing pre-production - Mihai Părpălea
Project management - Andreea Florea, Janos Kurko

Project implementation started in February 2010.

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