CONTEXT. The market for plant-based milks and their derivatives has shown rapid growth in recent years. Plant-based milk consumption is projected to reach 9.85% of all global milk consumption in the coming years. Plant-based milks can be made from a wide variety of products – our local oat milk is very popular in Russia, as are soy, hazelnut, almond, and coconut milks. Growth potential lies not only in the niche as a whole, but also in product categories within the shelf: sour cream, curd cheeses, cottage cheese, yogurts, and desserts.

RESEARCH AND ANALYTICS. Almost all players on the shelf are building their communications around health. We offered a product aimed at people with a specific approach to nutrition. On the one hand, these are people who consciously avoid lactose-containing foods as part of their diet; on the other, these are people for whom a specific approach to nutrition is a part of their lives. This approach is rooted in their passions, practices, and even beliefs. They have a unique perspective on everyday life, and choosing the right foods for their daily diet is far from the least important. Although consumers are willing to pay more for healthy products, the decisive driver of the category is taste. If a plant-based alternative isn't tasty, it won't replace a traditional dairy product. Therefore, the brand developed its own recipe based on competitor analysis and the taste preferences of the target audience. The brand's audience is people with a unique perspective on their health and development. They are conscious about their food choices. When something doesn't suit them, they seek alternatives that allow them to eat a varied diet without compromising their principles.

POSITIONING. The brand concept is based on a promise aimed specifically at these consumers: "Being special is easy!" The brand helps people with a unique approach to food selection. To offer customers a wide and varied product range, the brand's development model involves scaling up into the product categories of sour cream, cottage cheese, yogurt, cream, barista, and desserts.

NAMING We were looking for a name that would easily convey the product's unique features. When placing the brand on a shelf with traditional dairy products, it was important for us to convey the difference between traditional products and our new plant-based alternative. This name was chosen: Milx – a derivative of the word "milk," with the "x" representing the product's uniqueness compared to regular milk.

PACKAGING DESIGN. The healthy food category generally appeals to progressive consumers who are aware of trends, embrace a modern approach, and value convenience and ease. Therefore, our goal was to create a distinctive presence among the vibrant and creative competitors. The design concept captures the brand's unique spirit. We wanted to convey that this brand is created for people who seek the best possible options for themselves, for whom alternative nutrition is not a necessary necessity, but a long-awaited and joyful outcome of their search. A vibrant turquoise shade was chosen for the brand, designed to unify products from different categories and shelves. The design of both the front and back is emotional and rich in detail, as our customers appreciate it when a brand communicates openly about itself. To add dynamism, we show the situation from above, with the flavor indicator arranged around the glass. We also use handwritten graphics, complementing the design with slightly casual graphics: a straw in a glass, a sharpened milk splash, and pictograms that reflect our customer's active lifestyle. The line includes eight core milk SKUs, which are planned to be used for expanding the assortment into barista, sour cream, cottage cheese, and yogurt categories.