Maeil Dairy Design & Branding ABSOLUTE W BRAND MILK by Big Ant International

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Industry Milk
Media Design & Branding
Market South Korea
Agency Big Ant International
Executive Creative Director Alfred Sewon Park
Art Director Michael Bebout
Designer Nam Ji Jeon, Inmo Kang
Released October 2010

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: MAEIL
Product/Service: MILK
Date of First Appearance: Oct 1 2010
Executive Creative Director: Alfred Park (Big Ant International)
Account Executive: Jahng Gwon Han (Big Ant International)
Account Executive: YJ Lee (Big Ant International)
Art Director: Michael Bebout (Big Ant International)
Designer: Nam Ji Jeon (Big Ant International)
Designer: Inmo Kang (Big Ant International)
Production: Kang Min Kim (Big Ant International)
Production: Mi Jeong Hwang (Big Ant International)
Media placement: Milk Carton - Supermarkets - 15 October 2010 - Present

Describe the brief from the client
Design a package for a vitamin fortified milk for young children.

Describe the challenges and key objectives
A large challenge was that this was not a redesign of an existing product, it was a new product unknown to the public. We wanted to do something that visually attracts kids, similarly to how parents are attracted to the health benefit of the beverage.

Describe how you arrived at the final design
Because the product is milk, and the idea is to attract children's interest, we decided to use a cartoon barn and cartoon characters as the design.

Give some indication of how successful the outcome was in the market
The product quickly became number one in Korea for children's milk and has remained there since its release in October 2010. Over half a million units have been sold in the first 5 months.