The client loved the solution instantly — the packaging now features a 'sea' of chocolate, while Milka stays instantly recognizable thanks to its signature lilac color. What the product had been missing was dynamism — a flavor cue that makes you feel the tenderness of Alpine chocolate even before you open the pack, right there in the store.
More chocolate!
Women, 25-40 yo
TA
Middle +
Segment
Adapting a range of SKUs for the Russian market, factoring in the competitive landscape and TA values
Task
Problem
Consumers don't register the high chocolate content of cookies and biscuits with classic-style packaging
(2025)
Mondelez
Сommercial project
Milka
One of the world's most popular and recognizable milk chocolate brands. The brand is known for its smooth, mild taste thanks to real Alpine milk. They make not only chocolate, but also baked goods, cookies, and even ice cream.
It was important not just to find a solution, but to make it adaptable across different packaging formats. A single continuous flow of chocolate unites all SKUs, creating a sense of cohesion even when viewed from a distance on the shelf.
Adaptability
Valery Pchelintseva
Svoe Mnenie
Igor Akhmadeev
Art Director
Victoria Tsurkan
Designer
Agancy
Manager
HH
Behance
Linkedin
Let's work together!
+7 (930) 914 22 06
pchelintsevavaleriya@yandex.ru
