First of all, we had to keep vivid yellow background of the packaging, as it has already become an important eye-catching attribute of Fairy Milk. It was essential to follow the existing childish style and use fairy tales characters, but we decided to make them especially touching and kind. To underline the origin of Fairy Milk, we used only Ukrainian fairy tales and got inspiration from children’s books design typical of Ukraine. The brand name is well-known but Fairy Milk had no real logotype before as every product in the line had different title font. We developed a dynamic but recognizable logotype, changed visual accents as well as created a new structure for technical and promotional information.
While working on Fairy Milk line, we also redesigned the Molokija parent company logotype. It should be changed independently and in the way it could be easily embedded in all the existing products.
Art director, designer: Yurko Gutsulyak
Illustrator: Yevhenia Haidamaka
Lettering: Yurko Gutsulyak, Kirill Tkachov
Project manager: Zoryana Gutsulyak