Myllyn Paras Design & Branding, Case study Myllyn Paras 1928 by Depot Wpf

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Myllyn Paras 1928

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Industry Flour & Baking Powders
Media Design & Branding, Case study
Market Russia
Agency Depot Wpf
Executive Creative Director Alexey Fadeev
Illustrator Alexey Fadeev, Maria Ponomareva
Released March 2013


Cannes Lions, 2014
DESIGN LIONS Packaging Design: Premium Brand BRONZE

Credits & Description

Campaign name: Myllyn Paras 1928
Year: 2013
Group: E. Direct Communication
Subgroup: 65. Packaging design for mass produced goods and services
Award: Golden Drum
Product and services: Myllyn Paras flour
Registrant: Depot WPF
Country: RUSSIA
Brand name: Myllyn Paras 1928
Advertising agency, city: Depot WPF/Moscow
Art director: Maria Ponomareva
Executive Creative Director: Alexey Fadeev
Illustrator: Alexey Fadeev, Maria Ponomareva
Creative idea explanation: When novelty keeps the old age alive…Globalization and high technologies have played a dirty trick with traditions, and it’s particularly obvious as far as agriculture and farming are concerned. Products lose their authenticity, personal touch and attention to detail. We face impersonality and “grey mass”. Myllyn Paras is a global company, but we believe that modernization can play on the side of tradition: not destroying, but keeping it. Our packaging design is to illustrate this safekeeping — both literally and metaphorically…