Liquid candy.

Is condensed milk a cooking ingredient or candy?
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Depends on how you package it.

Condensed Milk & Dulce de Leche
Ukraine
2024

Client

UkrDairy, a Ukrainian dairy producer, aimed to refresh its product line and branding to attract a younger audience with its signature sweets: condensed milk and dulce de leche.

Additionally, the project needed to develop a packaging design suitable for export markets.
UKR Dairy condensed milk tube upper section close-up. Bold white Cyrillic wordmark, neon starburst badge with repeating CONDENSED layers. Vivid yellow ground. Typography and graphic design and visual identity design from Ukraine by a packaging design agency.

Results

The process included extensive concept development, material selection, and prototyping. The focus was on creating a form that aligns with modern consumer values and stands out on the shelf, while also ensuring compliance with international export standards.

The use of biodegradable materials and a matte textured ink finish provided a premium feel and addressed environmental concerns.

The brief.

The brief was to create a youthful and contemporary packaging design that resonates with younger consumers while emphasizing sustainability and ensuring suitability for export.

The packaging needed to be practical, visually appealing, and eco-friendly.

Process

Studio developed a squeezable tube design made from biodegradable materials, featuring a matte textured ink finish and a custom stand-up cap.

Design employs vibrant colors and bold, playful typography to capture the attention of a younger audience. Designed in english the packaging is immediately suitable for export, allowing appropriate labels to be added in the countries of import. In local market, lack of labels and prominent product name ensures visibility and product recognition.

Packaging combines modern aesthetics with practicality, making it attractive, convinient and memorable.
UKR Dairy tube base close-up. White hexagonal cap, yellow tube, white copy good on everything. Simple, direct brand voice on pack. Brand copywriting and packaging design by a branding studio.
UKR Dairy condensed milk box open on yellow surface. Bold white Cyrillic type, starburst graphic, inner flap brand copy: Condensed milk. Liquid candy, lasts forever, good on everything. Single squeeze tube emerging. Brand copywriting, graphic design, and packaging design from Ukraine by a branding studio.

what was the brief?

Open ended. “We know condensed milk and dulce de leche sell well. Let’s see if we can improve it.” Main constraint was preparing product for export to the EU.

how did packaging form for condensed milk come to be?

A look at the product. By default these milk derivatives are packaged in tins or glass jars. Occasionally squeeze tubes are encountered, most often in Asian markets. These products occupy an established place in the cupboard, get used as an ingredient, and are occasionally enjoyed with a spoon as a sweet treat. Utilizing the squeeze tube combined with a stand-up cap allowed for vertical placement, good visibility, impulse pick-up-ability (coupled with attractive design) in a bring-it-with-you format that makes adding-to, or snacking-on easy and enjoyable.

what was the intent behind the art direction?

The name (only element done in Cyrillic) dominates visual composition, afforded such luxury by the vertical tube orientation, Cyrillic letters from a handwritten style typeface create a bold illustrative display, with the smooth forms of the typeface referencing sweet decorations. Minimal, yet distinctly bold & memorable.
art of packaging / projects