MILMA – Repositioning Kerala’s iconic dairy brand
The Milma brand revamp was a challenging yet exciting exercise for us, and we are thrilled with the outcome. Our goal was to bring consistency, freshness, and vibrancy to the brand, and we achieved that by staying true to Milma’s core values and heritage. We are proud to have played a part in reducing the age of Milma.
The new packaging design looks premium, upmarket, and appeals to the young and old alike. The new Visual Identity crafted by Almond Branding has bolstered Milma’s imagery, and positioned it to surge ahead with confidence to face new market entrants while also winning back the hearts of the people of Kerala.
ClientKCMMFCategoryDairyServicesBrand Revamp | Brand Repositioning | Brand Identity | Packaging Design
Making a 42-year-old brand appear 24
Making a 42-year-old brand appear 24
Milma was formed in 1980 as a state adjunct of the National Dairy Programme 'Operation Flood' and has been committed to producing and marketing quality milk and milk products at the lowest possible price to the satisfaction of its customers. However, after an extensive market research conducted in 2022, Milma noticed a startling trend in the feedback provided by its customers. Although the brand was highly regarded for its quality, it was not considered young and vibrant. Moreover, there were few brand recalls for new age product categories, leading to a decline in customer confidence, especially among the youth.
The Challenge
The major challenge was in terms of branding and packaging inconsistency. The three milk unions in Kerala had their way of treating Milma brand assets, leading to different-looking packaging designs for the same products in different parts of the state. This inconsistency not only affected the brand's image but also created confusion among customers.
The Grand Launch
The Grand Launch
The Grand Launch