Agency: Stockholm Design Lab
Illustrations: Kari Modén
One of Austrias biggest dairy producers offers high quality milk from a collective of family driven farms. The treatment and wellbeing of the animals is what makes SalzburgMilch premium.
The task was to create a clear differentiation in an otherwise homogenous, traditional marketplace, while visualising SalzburgMilch’s love for nature and animals. The main challenge was to incorporate the design system onto three quality levels ("Premium", "Bio" and "Reine Lungau"), with products ranging from milk and yoghurts to various cheeses.
The packaging design is clearly rooted in references that convey simplicity, warmth and familiarity yet a bold, premium Austrian product. All elements/illustrations have been carefully crafted to both unite and distinguish SalzburgMilch’s product range – simple, warm and fresh.
The identity concept for the "Premium" range is inspired by the “Almabtrieb” (cattle drive), a spectacle where cows are colourfully decorated to celebrate an accident-free summer on the Alps. Carefully crafted by Swedish illustrator Kari Modén, an abstract pattern with a decorated cow and calf together with characteristic alpine flowers offers a rich and playful identity that enables flexible designs throughout the entire product range. The illustration work across the family of fruit yoghurts shows a lovely balance of quirk and bold seriousness, abstracting each fruit just enough that it feels expressive enough.