In order to meet the needs of the target audience and positioning, it was necessary to add more naturalness and locality to communication, without losing the key role of an expert for positioning, only reinforcing it.
Using our technology “Growth Platforms”, it was necessary to connect the COMFORT territories, where it is appropriate to talk about the origin of milk, the product path, and give more references to nature, and “BELONGING”, where references to the local Kazakh origin would be valuable to the audience.
Emil has something to be proud of: it has a rich history, modern equipment and strict quality control. We paid a lot of attention on packaging to the disclosure of their business, as this was our key task.
At the same time, we paid due attention to the place of origin of milk. On the packaging in a stylized manner appeared flat flood meadows with cows and mountains with traditional ornaments. The emphasis is not on taste, but on informativeness, a story about the quality of dairy products.