How do you refresh a recognizable local brand without losing its loyal audience? You preserve its character.
Here’s how we brought a stronger sense of style to the dairy brand Rodnaya Zemlya.
Packaging
Rodnaya Zemlya already had a pattern recognizable to consumers. We updated and expanded it — quite literally: now it wraps around the entire bottle. In the visual chaos of a supermarket shelf, where bottles are not always facing forward, the pattern continues to reinforce brand recognition.
If the only thing you care about when buying milk is the expiration date, we moved it onto the neck label — so there’s no need to rotate the bottle and search for tiny text across the packaging.
Pattern
The pattern resembles a flower, because everything begins with a green meadow. Each product has its own distinct variation.
This creates a flexible packaging identity system that can easily accommodate new products.
Color coding
Rodnaya Zemlya stands out on the shelf thanks to the unconventional color choices of some products.
If the brand was never afraid of these colors before, we see no reason to start now — especially since consumers already associate the products with them.
Flavor and color
We added fruit imagery and more vibrant color accents to the yogurt packaging to visually communicate flavor before the customer even reads its name.
Before / After
We replaced the logo lettering with a bolder typeface. The underline evolved from a wave into fields. We refined the rhythm of the “meadows” and “raindrops” in the upper line. But the most important change is how everything now works together within the overall composition.
Now it’s no longer just “milk with a pattern” — it’s Rodnaya Zemlya milk with its own distinctive pattern.
This is how the brand was reimagined within a new flexible visual system while preserving everything customers already loved and recognized about Rodnaya Zemlya.
Kata Kalmykova — Producer
Pasha Marin — Art Director
Natasha Eifert — Designer
Ivan Mirozyan — Motion Design
Max Gvozdev — 3D Motion Design
