2013 Winners & Shortlists

Brief Explanation

Make the standard milk carton look obsolete !

The Brief

How to regain the position of leader in a market stored with standardized offers

How the final design was conceived

A slim carton * with a revolutionary Design in comparison to all over brands within this category. Juhayna's essential values are conveyed through innovation and consumer centric cues. The challenge was to communicate the quintessence of the Juhayna’s Milk. This was done by visually making the milk empowered using Juhayna’s « Source of Radiant Life » Mission. Result : Active, living, refreshing, good-for-you milk pouring from Juhayna Identity (the Source). * Slim carton by Tetra PAK

Indication of how successful the outcome was in the market

Juhayna’s agreed that the new design was successful in improving the brand identity, placing them further ahead of their competitors. The client also stated that Juhayna packs looked far more beautiful, appealing and attractive over the other milk brands. Something that resulted in a sensible growth of sales in different outlets. The new packaging and design was very successful, which resulted in growth of each variant, as follows: full cream growth: 25%, half cream: 20%, skimmed: 30%, year to year growth. Overall Juhayna milk category grew by 20% in 2012 when comparing to 2011.