Question
How does a dairy brand cater to younger discerning customers, without compromising its legacy?
Answer
By infusing its visual assets with freshness and modernity.
Question
How does a dairy brand cater to younger discerning customers, without compromising its legacy?
Answer
By infusing its visual assets with freshness and modernity.
Question
How does a dairy brand cater to younger discerning customers, without compromising its legacy?
Answer
By infusing its visual assets with freshness and modernity
Question
How does a dairy brand cater to younger discerning customers, without compromising its legacy?
Answer
By infusing its visual assets with freshness and modernity.
Question
How does a dairy brand cater to younger discerning customers, without compromising its legacy?
Answer
By infusing its visual assets with freshness and modernity.
Keventer Metro
Keventer Metro
Keventer Metro
Keventer Metro
Keventer Metro
Headquartered in Kolkata, West Bengal, Metro Dairy is in the business of FMCG pure milk and value-added milk products. The brand was the first joint venture sector dairy project under Operation Flood Phase 3. It has been synonymous with milk since its inception 25 years ago, and pioneered pouch milk in Eastern India, selling over 2,00,000 litres of milk every day.
Keventer Agro acquired full control of Metro Diary Ltd in 2018. In 2022, NH1Design was approached to revamp the Metro brand and create a unified family for its ever-expanding dairy and product portfolio.
The challenge was to refresh the Metro brand while retaining its traditional cultural roots and decades-long legacy.
SERVICES REBRANDING | PACKAGING DESIGN AND PORTFOLIO ARCHITECTURE
CLIENT KEVENTER METRO
SECTOR FMCG
Headquartered in Kolkata, West Bengal, Metro Dairy is in the business of FMCG pure milk and value-added milk products. The brand was the first joint venture sector dairy project under Operation Flood Phase 3. It has been synonymous with milk since its inception 25 years ago, and pioneered pouch milk in Eastern India, selling over 2,00,000 litres of milk every day.
Keventer Agro acquired full control of Metro Diary Ltd in 2018. In 2022, NH1Design was approached to revamp the Metro brand and create a unified family for its ever-expanding dairy and product portfolio.
The challenge was to refresh the Metro brand while retaining its traditional cultural roots and decades-long legacy.
SERVICES REBRANDING | PACKAGING DESIGN AND PORTFOLIO ARCHITECTURE
CLIENT KEVENTER METRO
SECTOR FMCG
Headquartered in Kolkata, West Bengal, Metro Dairy is in the business of FMCG pure milk and value-added milk products. The brand was the first joint venture sector dairy project under Operation Flood Phase 3. It has been synonymous with milk since its inception 25 years ago, and pioneered pouch milk in Eastern India, selling over 2,00,000 litres of milk every day.
Keventer Agro acquired full control of Metro Diary Ltd in 2018. In 2022, NH1Design was approached to revamp the Metro brand and create a unified family for its ever-expanding dairy and product portfolio.
The challenge was to refresh the Metro brand while retaining its traditional cultural roots and decades-long legacy.
SERVICES REBRANDING | PACKAGING DESIGN AND PORTFOLIO ARCHITECTURE
CLIENT KEVENTER METRO
SECTOR FMCG
Headquartered in Kolkata, West Bengal, Metro Dairy is in the business of FMCG pure milk and value-added milk products. The brand was the first joint venture sector dairy project under Operation Flood Phase 3. It has been synonymous with milk since its inception 25 years ago, and pioneered pouch milk in Eastern India, selling over 2,00,000 litres of milk every day.
Keventer Agro acquired full control of Metro Diary Ltd in 2018. In 2022, NH1Design was approached to revamp the Metro brand and create a unified family for its ever-expanding dairy and product portfolio.
The challenge was to refresh the Metro brand while retaining its traditional cultural roots and decades-long legacy.
SERVICES REBRANDING | PACKAGING DESIGN AND PORTFOLIO ARCHITECTURE
CLIENT KEVENTER METRO
SECTOR FMCG
Headquartered in Kolkata, West Bengal, Metro Dairy is in the business of FMCG pure milk and value-added milk products. The brand was the first joint venture sector dairy project under Operation Flood Phase 3. It has been synonymous with milk since its inception 25 years ago, and pioneered pouch milk in Eastern India, selling over 2,00,000 litres of milk every day.
Keventer Agro acquired full control of Metro Diary Ltd in 2018. In 2022, NH1Design was approached to revamp the Metro brand and create a unified family for its ever-expanding dairy and product portfolio.
The challenge was to refresh the Metro brand while retaining its traditional cultural roots and decades-long legacy.
SERVICES REBRANDING | PACKAGING DESIGN AND PORTFOLIO ARCHITECTURE
CLIENT KEVENTER METRO
SECTOR FMCG
Brand Challenges
Brand Challenges
Brand Challenges
Brand Challenges
Brand Challenges
The existing portfolio lacked a coherent design theme and consolidated architecture.
There was a strong brand name recall and positive sentiment amongst older generations but a younger millennials felt disconnected and did not relate to the brand
To them, Metro appeared dated and needed a strong visual system to connect with a newer, more discerning audience. A stronger linkage to the Keventer name was also called for.
The existing portfolio lacked a coherent design theme and consolidated architecture.
There was a strong brand name recall and positive sentiment amongst older generations but a younger millennials felt disconnected and did not relate to the brand.
To them, Metro appeared dated and needed a strong visual system to connect with a newer, more discerning audience. A stronger linkage to the Keventer name was also called for.
The existing portfolio lacked a coherent design theme and consolidated architecture.
There was a strong brand name recall and positive sentiment amongst older generations but a younger millennials felt disconnected and did not relate to the brand.
To them, Metro appeared dated and needed a strong visual system to connect with a newer, more discerning audience. A stronger linkage to the Keventer name was also called for.
The existing portfolio lacked a coherent design theme and consolidated architecture.
There was a strong brand name recall and positive sentiment amongst older generations but a younger millennials felt disconnected and did not relate to the brand.
To them, Metro appeared dated and needed a strong visual system to connect with a newer, more discerning audience. A stronger linkage to the Keventer name was also called for.
The existing portfolio lacked a coherent design theme and consolidated architecture.
There was a strong brand name recall and positive sentiment amongst older generations but a younger millennials felt disconnected and did not relate to the brand
To them, Metro appeared dated and needed a strong visual system to connect with a newer, more discerning audience. A stronger linkage to the Keventer name was also called for.
Brand Identity
Brand Identity Evolution
Brand Identity Evolution
Brand Identity Evolution
Brand Identity Evolution
Metro’s identity is inspired from the flow of milk and creaminess of the product. Additional details like the R-O ligature and lowercase ‘e’ add warmth and friendliness. A Bengali logo unit was also crafted to ensure a seamless brand experience across regional touch points. Brand identity and Bilingual adaptation were made in collaboration with White Crow Design.
Metro’s identity is inspired from the flow of milk and creaminess of the product. Additional details like the R-O ligature and lowercase ‘e’ add warmth and friendliness. A Bengali logo unit was also crafted to ensure a seamless brand experience across regional touch points. Brand identity and Bilingual adaptation were made in collaboration with White Crow Design.
Metro’s identity is inspired from the flow of milk and creaminess of the product. Additional details like the R-O ligature and lowercase ‘e’ add warmth and friendliness. A Bengali logo unit was also crafted to ensure a seamless brand experience across regional touch points. Brand identity and Bilingual adaptation were made in collaboration with White Crow Design.
Metro’s identity is inspired from the flow of milk and creaminess of the product. Additional details like the R-O ligature and lowercase ‘e’ add warmth and friendliness. A Bengali logo unit was also crafted to ensure a seamless brand experience across regional touch points. Brand identity and Bilingual adaptation were made in collaboration with White Crow Design.
Metro’s identity is inspired from the flow of milk and creaminess of the product. Additional details like the R-O ligature and lowercase ‘e’ add warmth and friendliness. A Bengali logo unit was also crafted to ensure a seamless brand experience across regional touch points. Brand identity and Bilingual adaptation were made in collaboration with White Crow Design.
BRAND TAGLINE
BRAND TAGLINE
BRAND TAGLINE
BRAND TAGLINE
BRAND TAGLINE
Inherited Loyalty, Igniting Emotions
Inherited Loyalty, Igniting Emotions
Inherited Loyalty, Igniting Emotions
Inherited Loyalty, Igniting Emotions
Inherited Loyalty, Igniting Emotions
The decades-old brand tagline of ‘Ghono Taaja, Doodher Raja’ had a sentimental value and nostalgic recall amongst loyal customers.
With this in mind, we revived it by earmarking the top right corner on every milk pack, complete with a crown unit to match.
The decades-old brand tagline of ‘Ghono Taaja, Doodher Raja’ had a sentimental value and nostalgic recall amongst loyal customers.
With this in mind, we revived it by earmarking the top right corner on every milk pack, complete with a crown unit to match.
The decades-old brand tagline of ‘Ghono Taaja, Doodher Raja’ had a sentimental value and nostalgic recall amongst loyal customers.
With this in mind, we revived it by earmarking the top right corner on every milk pack, complete with a crown unit to match.
The decades-old brand tagline of ‘Ghono Taaja, Doodher Raja’ had a sentimental value and nostalgic recall amongst loyal customers.
With this in mind, we revived it by earmarking the top right corner on every milk pack, complete with a crown unit to match.
The decades-old brand tagline of ‘Ghono Taaja, Doodher Raja’ had a sentimental value and nostalgic recall amongst loyal customers.
With this in mind, we revived it by earmarking the top right corner on every milk pack, complete with a crown unit to match.
The World of Keventer Metro
The World of Keventer Metro
The World of Keventer Metro
The World of Keventer Metro
The World of Keventer Metro
The packaging design system was inspired by the brand's legacy and visual assets.
Over the years, the diagonal stripes and blue colour of the Metro logo on the pack with grazing cows have been a strong identifier for the brand.
These were modified and the modern stripes form a strong and memorable base for the packaging layout, ensuring a continued relationship with the loyal customer base. The Metro blue has also been retained, paired with scene setups involving object silhouettes, cows and a local landscape.
The packaging design system was inspired by the brand's legacy and visual assets.
Over the years, the diagonal stripes and blue colour of the Metro logo on the pack with grazing cows have been a strong identifier for the brand. These were modified and the modern stripes form a strong and memorable base for the packaging layout, ensuring a continued relationship with the loyal customer base. The Metro blue has also been retained, paired with scene setups involving object silhouettes, cows and a local landscape.
The packaging design system was inspired by the brand's legacy and visual assets.
Over the years, the diagonal stripes and blue colour of the Metro logo on the pack with grazing cows have been a strong identifier for the brand.
These were modified and the modern stripes form a strong and memorable base for the packaging layout, ensuring a continued relationship with the loyal customer base. The Metro blue has also been retained, paired with scene setups involving object silhouettes, cows and a local landscape.
The packaging design system was inspired by the brand's legacy and visual assets.
Over the years, the diagonal stripes and blue colour of the Metro logo on the pack with grazing cows have been a strong identifier for the brand.
These were modified and the modern stripes form a strong and memorable base for the packaging layout, ensuring a continued relationship with the loyal customer base. The Metro blue has also been retained, paired with scene setups involving object silhouettes, cows and a local landscape.
The packaging design system was inspired by the brand's legacy and visual assets.
Over the years, the diagonal stripes and blue colour of the Metro logo on the pack with grazing cows have been a strong identifier for the brand.
These were modified and the modern stripes form a strong and memorable base for the packaging layout, ensuring a continued relationship with the loyal customer base. The Metro blue has also been retained, paired with scene setups involving object silhouettes, cows and a local landscape.
Old Pack Design
Old Pack Design
Old Pack Design
Old Pack Design
Old Pack Design
New Pack Design
New Pack Design
New Pack Design
New Pack Design
New Pack Design
Strong sense of landscape scenery and a spotlight on product usage.
Strong sense of landscape scenery and a spotlight on product usage.
Strong sense of landscape scenery and a spotlight on product usage.
Strong sense of landscape scenery and a spotlight on product usage.
Strong sense of landscape scenery and a spotlight on product usage.
For the brand illustrations, we took a bold and high contrast approach, with illustrations that mimic the dynamism and flow of milk.
Care was taken to stay true to the Indian cow, with features such as the hump, and lack of patches. The illustration elements have been crafted to reflect the local Bengali context and landscape. Family focused and human figures in warm and endearing poses further add to the universality of an FMCG product.
For the brand illustrations, we took a bold and high contrast approach, with illustrations that mimic the dynamism and flow of milk.
Care was taken to stay true to the Indian cow, with features such as the hump, and lack of patches. The illustration elements have been crafted to reflect the local Bengali context and landscape. Family focused and human figures in warm and endearing poses further add to the universality of an FMCG product.
For the brand illustrations, we took a bold and high contrast approach, with illustrations that mimic the dynamism and flow of milk.
Care was taken to stay true to the Indian cow, with features such as the hump, and lack of patches. The illustration elements have been crafted to reflect the local Bengali context and landscape. Family focused and human figures in warm and endearing poses further add to the universality of an FMCG product.
For the brand illustrations, we took a bold and high contrast approach, with illustrations that mimic the dynamism and flow of milk.
Care was taken to stay true to the Indian cow, with features such as the hump, and lack of patches. The illustration elements have been crafted to reflect the local Bengali context and landscape. Family focused and human figures in warm and endearing poses further add to the universality of an FMCG product.
For the brand illustrations, we took a bold and high contrast approach, with illustrations that mimic the dynamism and flow of milk.
Care was taken to stay true to the Indian cow, with features such as the hump, and lack of patches. The illustration elements have been crafted to reflect the local Bengali context and landscape. Family focused and human figures in warm and endearing poses further add to the universality of an FMCG product.
Flexible Packaging System
Flexible Packaging System
Flexible Packaging System
Flexible Packaging System
Flexible Packaging System
A seamless extension of the stripe pattern across all product categories has been maintained with the addition of background colours, illustration elements as well as product imagery.
A seamless extension of the stripe pattern across all product categories has been maintained with the addition of background colours, illustration elements as well as product imagery.
A seamless extension of the stripe pattern across all product categories has been maintained with the addition of background colours, illustration elements as well as product imagery.
A seamless extension of the stripe pattern across all product categories has been maintained with the addition of background colours, illustration elements as well as product imagery.
A seamless extension of the stripe pattern across all product categories has been maintained with the addition of background colours, illustration elements as well as product imagery.
Milk Products
Milk Products
Milk Products
The Mishti Doi pack references the traditional Bengali 'alpana', a folk art style of motifs, patterns, and symbols that are painted on floors and walls with paints made from rice flour, on religious occasions.
The Mishti Doi pack references the traditional Bengali 'alpana', a folk art style of motifs, patterns, and symbols that are painted on floors and walls with paints made from rice flour, on religious occasions.
The Mishti Doi pack references the traditional Bengali 'alpana', a folk art style of motifs, patterns, and symbols that are painted on floors and walls with paints made from rice flour, on religious occasions.
The Mishti Doi pack references the traditional Bengali 'alpana', a folk art style of motifs, patterns, and symbols that are painted on floors and walls with paints made from rice flour, on religious occasions.
The Mishti Doi pack references the traditional Bengali 'alpana', a folk art style of motifs, patterns, and symbols that are painted on floors and walls with paints made from rice flour, on religious occasions.
Ice Creams and Frozen Desserts
Ice Creams and Frozen Desserts
Ice Creams and Frozen Desserts
Ice Creams and Frozen Desserts
Ice Creams and Frozen Desserts
For an indulgent category such as ice creams and frozen desserts, we modified the stripes to reflect a melting goodness.
For an indulgent category such as ice creams and frozen desserts, we modified the stripes to reflect a melting goodness..
For an indulgent category such as ice creams and frozen desserts, we modified the stripes to reflect a melting goodness.
For an indulgent category such as ice creams and frozen desserts, we modified the stripes to reflect a melting goodness.
For an indulgent category such as ice creams and frozen desserts, we modified the stripes to reflect a melting goodness.
Welcome to the World of Keventer Metro!
Welcome to the World of Keventer Metro!
Welcome to the World of Keventer Metro!
Welcome to the World of Keventer Metro!
Welcome to the World of Keventer Metro!
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