Fulga promises "Goodness of Milk"
Fulga milk, a brand created by Brandient
Fulga milk, a brand created by Brandient for Albalact, is now displayed on supermarket shelves. The branding process comprised brand strategy, naming, package design and communication strategy.
When Albalact decided to enter the aseptic packaged (UHT) milk market, with Tetra Pak technology, it assigned Brandient to create a new brand. After a survey of the Romanian milk shelf, Brandient noticed a “sympathy” opportunity and proposed a courageous positioning.
The name Fulga, an old Romanian name, sends to flake (fulg), whiteness and lightness, so it relates naturally to the product. Fulga is more than milk, it is a product with a personality. Fulga brings good mood and smile and is appealing to a wide target. This is due mainly to Fulga character – a funny and wicked cow – which was created by young Romanian artist Iuliana Valsan and adapted by Brandient designers to fit specific package requirements.
Rather unusually, the two main faces of the package are different, so the character could be seen either from the front of from behind. This approach amplifies the impact on the shelf and adds to the character’s humor. This concept changes consumer’s perception of milk and raise this basic aliment above the daily routine.
Designed in three color codes, according to the fat content, Fulga promises “Goodness of Milk” . This promise is based not only on the intrinsic quality of the product itself, but also on the emotional impact, intended to last from acquisition to consumption.