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 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 200,000 liters of milk every day. Keventer Agro acquired full control of Metro Dairy 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 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 200,000 liters of milk every day. Keventer Agro acquired full control of Metro Dairy 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 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 200,000 liters of milk every day. Keventer Agro acquired full control of Metro Dairy 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 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 200,000 liters of milk every day. Keventer Agro acquired full control of Metro Dairy 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 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 200,000 liters of milk every day. Keventer Agro acquired full control of Metro Dairy 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 Audit
Brand Audit
Brand Audit
Brand Audit
As a team tasked with creating a cohesive and appealing brand identity and packaging system for the dairy portfolio, the challenge was to resonate with both older and younger generations. Through a brand audit, it was discovered that the existing portfolio lacked a consistent design theme and consolidated architecture, emphasizing the importance of establishing Keventer as an umbrella brand to improve brand recognition and credibility. To address the challenge of appealing to younger millennials, the team crafted design strategies that refreshed the brand identity while preserving the traditional cultural roots and legacy of Metro Dairy. By balancing innovation with tradition, a unified brand family was created that is both relevant and authentic.
As a team tasked with creating a cohesive and appealing brand identity and packaging system for the dairy portfolio, the challenge was to resonate with both older and younger generations. Through a brand audit, it was discovered that the existing portfolio lacked a consistent design theme and consolidated architecture, emphasizing the importance of establishing Keventer as an umbrella brand to improve brand recognition and credibility. To address the challenge of appealing to younger millennials, the team crafted design strategies that refreshed the brand identity while preserving the traditional cultural roots and legacy of Metro Dairy. By balancing innovation with tradition, a unified brand family was created that is both relevant and authentic.
As a team tasked with creating a cohesive and appealing brand identity and packaging system for the dairy portfolio, the challenge was to resonate with both older and younger generations. Through a brand audit, it was discovered that the existing portfolio lacked a consistent design theme and consolidated architecture, emphasizing the importance of establishing Keventer as an umbrella brand to improve brand recognition and credibility.
To address the challenge of appealing to younger millennials, the team crafted design strategies that refreshed the brand identity while preserving the traditional cultural roots and legacy of Metro Dairy. By balancing innovation with tradition, a unified brand family was created that is both relevant and authentic.
As a team tasked with creating a cohesive and appealing brand identity and packaging system for the dairy portfolio, the challenge was to resonate with both older and younger generations. Through a brand audit, it was discovered that the existing portfolio lacked a consistent design theme and consolidated architecture, emphasizing the importance of establishing Keventer as an umbrella brand to improve brand recognition and credibility.
To address the challenge of appealing to younger millennials, the team crafted design strategies that refreshed the brand identity while preserving the traditional cultural roots and legacy of Metro Dairy. By balancing innovation with tradition, a unified brand family was created that is both relevant and authentic.
Brand Identity
Brand Identity Evolution
Brand Identity Evolution
Brand Identity Evolution
Brand Identity Evolution
The design of Metro's brand identity draws inspiration from the smooth flow and creamy texture of its milk products. The R-O ligature and lowercase 'e' were incorporated to create a warm and friendly feel. To ensure a consistent brand experience across regional touchpoints, a Bengali logo unit was also crafted. White Crow Design collaborated with us to develop the brand identity and bilingual adaptation.
The design of Metro's brand identity draws inspiration from the smooth flow and creamy texture of its milk products. The R-O ligature and lowercase 'e' were incorporated to create a warm and friendly feel. To ensure a consistent brand experience across regional touchpoints, a Bengali logo unit was also crafted. White Crow Design collaborated with us to develop the brand identity and bilingual adaptation.
The design of Metro's brand identity draws inspiration from the smooth flow and creamy texture of its milk products. The R-O ligature and lowercase 'e' were incorporated to create a warm and friendly feel. To ensure a consistent brand experience across regional touchpoints, a Bengali logo unit was also crafted. White Crow Design collaborated with us to develop the brand identity and bilingual adaptation.
The design of Metro's brand identity draws inspiration from the smooth flow and creamy texture of its milk products. The R-O ligature and lowercase 'e' were incorporated to create a warm and friendly feel. To ensure a consistent brand experience across regional touchpoints, a Bengali logo unit was also crafted. White Crow Design collaborated with us to develop the brand identity and bilingual adaptation.
The design of Metro's brand identity draws inspiration from the smooth flow and creamy texture of its milk products. The R-O ligature and lowercase 'e' were incorporated to create a warm and friendly feel. To ensure a consistent brand experience across regional touchpoints, a Bengali logo unit was also crafted. White Crow Design collaborated with us to develop the brand identity and bilingual adaptation.
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 brand's decades-old tagline of ‘Ghono Taaja, Doodher Raja’ had a deep emotional connection and nostalgic recall among its loyal customers. In light of this, the team decided to revive it and prominently feature it on every milk pack by earmarking the top right corner, complete with a crown unit to match. This strategy ensured that the brand's traditional cultural roots and legacy were preserved while also creating a refreshed and recognizable brand identity that resonated with consumers.
The brand's decades-old tagline of ‘Ghono Taaja, Doodher Raja’ had a deep emotional connection and nostalgic recall among its loyal customers. In light of this, the team decided to revive it and prominently feature it on every milk pack by earmarking the top right corner, complete with a crown unit to match. This strategy ensured that the brand's traditional cultural roots and legacy were preserved while also creating a refreshed and recognizable brand identity that resonated with consumers.
The brand's decades-old tagline of ‘Ghono Taaja, Doodher Raja’ had a deep emotional connection and nostalgic recall among its loyal customers. In light of this, the team decided to revive it and prominently feature it on every milk pack by earmarking the top right corner, complete with a crown unit to match. This strategy ensured that the brand's traditional cultural roots and legacy were preserved while also creating a refreshed and recognizable brand identity that resonated with consumers.
The brand's decades-old tagline of ‘Ghono Taaja, Doodher Raja’ had a deep emotional connection and nostalgic recall among its loyal customers. In light of this, the team decided to revive it and prominently feature it on every milk pack by earmarking the top right corner, complete with a crown unit to match. This strategy ensured that the brand's traditional cultural roots and legacy were preserved while also creating a refreshed and recognizable brand identity that resonated with consumers.
The brand's decades-old tagline of ‘Ghono Taaja, Doodher Raja’ had a deep emotional connection and nostalgic recall among its loyal customers. In light of this, the team decided to revive it and prominently feature it on every milk pack by earmarking the top right corner, complete with a crown unit to match. This strategy ensured that the brand's traditional cultural roots and legacy were preserved while also creating a refreshed and recognizable brand identity that resonated with consumers.
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.
We further expanded the Keventer Metro design language for retail store branding, ice cream parlours and ice cream carts. The focus was to highlight the decadent ice creams, while also using the star shape as a hero brand asset for ice creams- adding pops of colour and melting goodness across every touch point.
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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