“We have new products, a whole new line, we are entering a new segment of the market, we need something to shake up the market and set new standards in the category...", this is more or less a summary of the brief from Belje.

The second part of the brief read: we need everything - brand, packaging, campaign, website, social media, content…

OK, we rolled up our sleeves and got down to business.

It was immediately clear to the team in Belje and to us that we had to come up with something different because with the already known communication in a fairly saturated category, we will not make a difference.

The beginning of the realization of idea was the creation of the base character of Kravica Kraljica. Each product category (milk, yogurts, kefir) is represented by an individually developed character.  Since the packaging is made of 82% plant-based materials, cardboard and plastic from sugar cane, the design is shaped in the expression of natron and recyclable materials, as well as a contemporary expression far from expected (Slavonia, Baranja, village, pastures...).

For TVC, we were the first to use a stop motion collage that matches our contemporary funky brand.  The voice of the Kravica Kraljica is a man with shoe number 48, the famous comedian Ivan Šarić. We consistently applied the communication strategy and brand idea to the materials for the entire media mix and for promotion at the points of sale.