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.
