Shifting focus from basic dairy quality to everyday consumer experiences and positive lifestyle moments.
Evolving an established traditional dairy portfolio to connect with health-conscious urban consumers looking for innovative, high-value treats.
As urban lifestyle trends drove demand for functional snacks and exotic dessert flavor profiles, Agropromkomplektatsiya's trading house set out to expand its portfolio. Under the Iskrenne Vash (Sincerely Yours) brand—originally created by Mildberry in 2008—the company developed a new lineup of innovative products, including baked milk yoghurts with grains, layered fermented baked milk, probiotic drinks, and cottage cheeses infused with ingredients like mango, passion fruit, chia, and guava.
Because baseline product quality is now taken for granted by modern shoppers, the challenge was to distinctly carve out this new yogurt and dessert range from the core traditional dairy line. Iskrenne Vash needed an expressive visual identity and range architecture that could speak directly to everyday urban living, positive moods, and self-care moments.
Creating an emotion-driven range architecture and vibrant packaging system tailored to urban lifestyles.
Mildberry repositioned the brand's innovative lineup around consumer mood, personal energy, and everyday indulgence.
We shifted the brand narrative away from standard dairy farming origin cues toward the lived experiences of urban consumers. The strategy aligns product consumption with active, health-conscious routines, presenting the lineup as an uplifting daily treat.
We structured the expanding dessert and functional portfolio into intuitive, benefit-driven sub-lines: Energy with You—baked milk yoghurts for an active daily boost. Leisure with Taste—Greek yoghurts designed for mindful breaks. Delicious Mood—soft cottage cheeses crafted as light, enjoyable indulgences.
We created a colorful visual identity that stands out on retail shelves while maintaining continuity with the master brand. Dynamic imagery, clear ingredient cues, and light visual touches convey freshness, ease, and modern vitality.
A vibrant product range that brought Iskrenne Vash into contemporary retail channels with immediate industry recognition.
The new design system gave the brand a distinct, relatable voice in the modern dairy aisle, helping it seamlessly integrate into retail networks, e-commerce platforms, and specialized farm stores.
Shortly after launch, the redesigned yoghurt and cottage cheese range earned top product quality honors at the Prodexpo exhibition, proving that emotional, lifestyle-led branding can successfully drive innovation within established dairy portfolios.
