F-8-64. Porridge of a Good Day packaging design

Agency	Milk Branding
Creative head	Dmitry Klischik
Author of idea	Evgeny Glukhov, Svetlana Tsvelenyeva, Dmitry Klischik
Product	Porridge of a Good Day
Description	TASK The task was to re-launch product – AMO porridge – in a middle-price segmentand increase the market share. The product had to promote itself from the shelves so the packaging had to be desirable for consumer. The taste of the product has changed to be more relative to customers’ preferences. SOLUTION After a deep review of a strong competitor’s sides and main drivers in this segment, we offer to the client to think about changing the name – AMO. According to the agency, AMO sounds very cold and detached. The names of competitors were based on product essence and on cooking method so we decided to makea new name more emotional and pleasant. That was the birth of new brand – Porridge of a Good Day and its incredible fruit worlds: grape, apricot, plum and pear. Original illustrations fill the package with warmth and emotions.
Team members	Dmitry Klischik, Creative Director Svetlana Tsvelenyeva, Creative Director Irina Gavron, Strategy Director Evgeny Glukhov, Art Director / Designer Svetlana Tsvelenyeva, Copywriter Alexander Fayer, Technical specialist Darya Krikunova, Account Manager

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