The previous packaging focused heavily on nature and milk origins, a visual territory already crowded by competitors in the dairy category.
The challenge was to move away from that familiar narrative and create something more distinctive. The new design needed to stay recognizably Muller while building a stronger emotional connection with consumers.
Instead of focusing on ingredients, we focused on experience.
Looking at customer conversations on Muller’s social channels, one word appeared again and again: love. People loved the taste of Muller products. That insight became the foundation of the concept.
Rather than competing in the familiar “nature and milk origin” territory, the idea was to celebrate the emotional connection people already had with the product.
The concept translated that insight into a simple visual cue: a heart made from the product itself. Each package carried its own version, turning the love for Muller’s taste into a clear and distinctive shelf signal.
The result was a series of bold and memorable packages designed to capture the pleasure of the product even before tasting it.
The redesigned range launched during Romanian Design Week, introducing the new visual identity to a wider audience and giving Muller’s plain products a more emotional and distinctive presence on the shelf.
Thanks to DesignRush for showcasing this project.
Credits
The team @ Jazz
