The dairy market competition is now high as it has never been before. The quality standards, the taste, the assortment are not the ways to surprise a customer anymore, so one has to stand out on the emotional level. Which is why while developing the dairy products identity for the “Burenka” brand we’ve decided to use the contrast. To be different from the extra bright packages on the shelves one has to be laconic and stylish. We’ve been guided by these principles during the logo and label design for the brand. The logo lettering is deliberately casual, making an impression of naturalness and honesty.