Mother Dairy Milk sports a new look

In an effort to add a hint of contemporary to the brand, Mother Dairy Milk has introduced a new packing for its milk pouches. The brand, which has touched base with its consumers in the capital city, every morning at half past five since the last 35 years, sells almost 30 lakh litres of milk per day. And, this is a clear indicative of the high degree of engagement with its consumers, for whom the recognition of the commodity is with the brand.

The new look of the milk pack comprises of village graphics putting on display the journey of the milk from the farm to the consumers’ home. The effort is however, directed towards building on the established trust, quality and uncompromised service that has always been a part of Mother Dairy’s overall branding strategy.

“Our new brand packaging is both impactful and informative in communicating our brand value to end users. Setting a new standard in the dairy industry with this packaging change, we are confident that these products will be enthusiastically received by our consumers. Consumer research shows that villages are synonymous to purity. We have taken this insight and brought it alive in our packaging,” says the official spokesperson of Mother Dairy while outlining the thought process behind the decision to repackage.

The six variants of the brand, which were previously available in different colours, will now receive uniformity in colour and will be differentiated by virtue of the designs on display. This change will be witnessed across all cities where the brand is available namely, Delhi-NCR, Mumbai, Hyderabad and Chennai.

South Asia’s  based brand consulting and design company, Ray and Keshavan, The Brand Union, is behind the revised look of the milk packs.  “The new milk pack interprets the core promise of purity and trust in an entirely contemporary way. It is always a privilege to work with Mother Dairy because the brand has an Indian heart and soul while meeting the highest global standards of quality,” says Meeta Malhotra, Director of Ray and Keshavan.

Mother Dairy Fruit and Vegetable Private Limited (MVPL)has been actively reworking their marketing strategy in the recent past. After Dhara, which launched its new campaign only last week, Mother Dairy milk’s effort to repackage comes as another attempt to maintain standing in a competitive milieu where competition is capable of dwindling long standing loyalties and consumers need to be constantly communicated with.

As one of the market leaders in the branded milk segment in Delhi, Mother Dairy has 1,400 retail outlets and almost 1000 exclusive Mother Dairy outlets.

via Pitch — Mother Dairy Milk sports a new look.


Middagsfrid – food packaging

“For the Middagsfrid food packaging series we asked illustrator Peter Herrman to sit down with the client and listen to all that they had to say about their history and future, their ambitions, their products and their production. All this was incorporated into a detailed illustration that is used as a base for all packagings.”


via Middagsfrid – The Dieline: The World’s #1 Package Design Website -.


Dark Matter Coffee | The Inspiration Room

Astronaut Studio, a brand agency in South Dakota, sent out “Dark Matter”, a custom blend of small-batch roasted coffee with original package design developed as a 2011 holiday gift for clients, partners and vendors. The image of the winged horse, inspired by the Pegasus constellation, was formed with actual coffee grounds. The concept and design is a deliberate play on the agency’s astronomical brand identity.

via Dark Matter Coffee | The Inspiration Room.


The Dieline Awards 2011: First Place – Steve’s Leaves – The Dieline

Entrant: Big Fish Design Limited

Country: United Kingdom

Category: Food A

Description: We were asked to create a brand for Britain’s finest salad growers. We found a man in the company who had a degree in watercress. His name was Steve Rothwell. He was clearly the mastermind behind their delicious, tender baby leaves so we suggested naming the brand “Steve’s Leaves”. They loved it. At the time, the salad fixture in supermarkets was one big impenetrable green hedge-like wall where everything looked the same. We seized the opportunity to stand out from the crowd and depicted Steve’s hand picking the leaves on the front with bright colours that reflected the intense flavours of these naturally delicious little leaves. We made the bags “one serve” portion size, which allowed people to mix and match varieties instead of just buying one big bag.

via The Dieline Awards 2011: First Place – Steve’s Leaves – The Dieline: The World’s #1 Package Design Website -.


M Savers – The Dieline

Beautiful example of a two color packaging for a value product line!

“Brand design agency Coley Porter Bell has rebranded Morrisons’ entry level ‘value’ range as part of the retailer’s strategic overhaul of its own-brand offering. The rebrand is part of the biggest design brief in the UK this year. The aim is to strengthen the Morrisons brand and increase the share of its own products bought by customers by transforming Morrisons’ own label into a coherent own-brand. The redesign will roll out over the next 18 months.

The ‘Morrisons Value’ line has been renamed ‘M Savers’ to reflect its consumer benefit. The new designs confidently express the Morrisons brand with an iconic charcoal grey roundel bearing the letter M in white.

This core logo is accompanied by hand-crafted product illustrations of product silhouettes and shapes in a naivist style. Backgrounds are all white but the illustrations are in a range of bright foody colours.

Within the illustrations, simple product descriptors are written in a bespoke type-face created by senior Coley Porter Bell designer Craig Barnes.

So far 350 skus have been redesigned. The new designs and branding will be rolled out to cover the entire range a within the next 2 months.

Stephen Bell , creative director of Coley Porter Bell , said the redesign aims to inject real brand values into Morrisons’ entry level products. “This is value for the times we live in. Value ranges tend to be somewhat utilitarian , using template designs and basic corporate colours. Research shows that consumers are often ashamed to be seen with them. But with the economy stalled for the foreseeable future, value ranges will be competing on more than just price. We wondered why shouldn’t entry level products have some charm and engagement?”

He said that the new designs reflect a change in Morrisons’ entire brand architecture. “Morrisons’ new positioning is all about food culture and a human touch. These designs , which look handcrafted and quirky , contribute to the feeling that even Morrisons’ most humble products have been cared for by people. We’d like people to raise a little smile when they see these designs.

Carol Turner Head of Design for Morrisons said that the changes were not simply cosmetic. ‘Our ambition is to be the brand worth crossing the road for and for the M Savers range the best quality possible at an affordable price. We’ve upped quality and altered the range based on genuine customer feedback through brand panels and now we are injecting real personality into our products through design too. These designs are engaging and completely unique.”"

via M Savers – The Dieline: The World’s #1 Package Design Website -.


Last Words Warning from Fiat | The Inspiration Room

Fiat in Brazil used the last words of well known figures in a print advertisement highlighting the dangers of texting and driving. Salvador Dali, Martin Luther King, Winston Churchill, Julius Caesar, Charles Darwin, Mother Teresa and Martin Luther King Jr. Type their last words into your phone while you drive and you’ll be history…


The Last Words campaign was developed at Leo Burnett Tailor Made by creative director Marcelo Reis, art director Murilo Melo, copywriter Julio D’Alfonso, typographer/illustrator Mário Niveo, account managers Cíntia Mourão, Raphael Pinho, Daniela Ferreira and Eduardo Crepaldi, planners Marcello Magalhães and Tiago Lara, media managers Fernando Sales, Daniela Franco, Leonardo Gomes, Thais Galluci and Caio Lima.

via Last Words Warning from Fiat | The Inspiration Room.


Starbucks Holiday Coffee | The Inspiration Room

Starbucks has released its 2011 holiday themed coffee blends, with specially designed packaging for Christmas Blend beans, Holiday Blend beans, Decaf Christmas Blend beans, 30 oz Christmas Blend beans, and Ready Brew Christmas Blend.

via Starbucks Holiday Coffee | The Inspiration Room.


Operation Alphabet | The Inspiration Room

Mother London has published a children’s book, Operation Alphabet, chronicling the adventures of a top secret government department, the Ministry of Letters, based in a special little red postbox in London, close to Big Ben. Published by Thames & Hudson, Operation Alphabet recounts the adventures of a top-secret government department, The Ministry of Letters, where all the letters and words in thecountry are created. The story’s hero, five-year-old Charlie Foxtrot, finds learning the alphabet confusing but, thanks to the efforts of the Ministry’s Special Alphabet Service (SAS), it all becomes clear in time for a crucial test. The book is supplemented by a website,, and will be be followed up with a smartphone app and further books.

The interactive website encourages children to think of the alphabet as characters, and therefore easier to relate to. With content for children, parents and teachers, and a blog updating fans on activity and canvasing their feedback, the site parodies a real government website. Development on the Ministry of Letters app includes an ambitious plan to harness the next generation of voice activation technology.


The Operation Alphabet book was developed by Al MacCuish, creative director at Mother London. The book was illustrated by Luciano Lozano, Barcelona, and designed by Jim Bletsas, head of design at Mother. The team worked closely with Samantha Marrian, a children’s education specialist, who helped give them insight into the audience and educational thinking. She has subsequently joined the team to co-ordinate a live roadshow that will tour schools around the country. The site was co-created with Conran Singh.

MacCuish, who has been developing the idea for several years, had the idea when he spotted a shop sign from the top deck of a bus with some of the letters missing.

“It suddenly dawned on me that the alphabet is actually tremendously important to all our daily lives. But apart perhaps from crossword fans and typographers, the vast majority of us take it for granted. All except children. For a few years at the beginning of their lives, the Alphabet is incredibly important to children. Letters suddenly become new words, and those new words begin to access ideas – and I thought that was quite exciting. It struck me as a really fun idea that they might actually be alive.”

via Operation Alphabet | The Inspiration Room.


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