Parmalat, Masterbrand

From a product with a very important history, a global and coherent brand.

The milky wave

In Italy, just like in Africa or Brazil, drinking a glass of milk is a simple gesture with a positive meaning. Taking this insight as a starting point, we developed a new Masterbrand that is expressed with clarity on every product range and that is always consistent in all its versions.

Parmalat’s identity was associated solely to a logo which was applied in an incoherent manner.

In the 90s Parmalat became the worldwide brand for milk and was known as the Coca-Cola of milk.

Parmalat, both in Italy and worldwide, has been synonymous with milk for over 50 years. In the 90s Parmalat became the worldwide brand for milk and was known as the Coca-Cola of milk. When the project began we found ourselves faced with a very fragmented situation. Parmalat was not much more than a logo found on a multitude of products, each one characterised by its own identity. We have worked with Parmalat on the long process of the transformation of a product with a very important history into a global brand, capable of expressing the positive sensations generated by a sip of milk.

We have simplified the design, organised every element and given coherence to the entire range of products. A brand has been identified, uniting the logo with the flower symbol, raising it to the upper part of all of the products, thus reinforcing the image and the visible presence of Parmalat.

Milk is represented by a graphic wave which, with softness and simplicity, determines the structure of the label, dividing the space into two levels: one for the brand and one for the product. The milk wave and the new brand are the elements which guarantee coherence to the offer among all the products and in all of the markets.

Before and after: the introduction of the master brand and the milky wave guarantee visual coherence for all of the products. Every element on the packaging has a constant position, which helps to create a sense of familiarity in the portfolio.

The milk communicates Parmalat and its positioning with strength and simplicity. The colour identifies the various products.

On the functional milk the drop of milk becomes an icon, clearly suggesting the benefits and aiding the identification of the product, even on crowded shelves.

In the case of the sub-brands - Zymil and Puro Blu - Parmalat becomes the endorser and the milky wave guarantees coherence with the rest of the products.

The project concludes with a manual regarding visual application and the strategy of the new masterbrand.

Parmalat is an International company, present in more than 36 countries. Today is Lactalis #2 brand with a Net Turnover of ~1 Billion €. Parmalat is leader of milk market in Italy and leader of cheese market in South Africa.


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