The protein composition of natural cow's milk contains two main types of beta-caseins: A1 and A2. Various studies have found out the connection between the A1 protein in milk and digestive discomfort, allergic reactions and other negative effects for some consumers.
Potential consumers are skeptical about “milk improvements” and trust more familiar and understandable quality markers like naturalness. That’s why the task of the new TM “Asablivae” is to show consumers that milk, improved by nature, natural and qualitatively different from the entire “shelf”, has appeared on the market.
The name “Asablivae” (means “special” in belarussian) emphasizes the Belarusian production, which consumers trust, and focuses on the key USP of the product. The design strategy makes the packaging of TM “Asablivae” categorical, so that consumers can more easily perceive the “innovation” without fear and distrust. With the help of iconographic layout and a system of stamps, the information necessary for the consumer is reflected, creating the impression of a “safe” innovation. The font solution imitates a typewriter: it allows to add craftiness to the product and emphasizes the locality of production.
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