'Natural plan' is a brand which emphasizes the slogan 'cows have to eat grass', and produces milk collected from cows which feed on grass.
This is not any milk taken from cows which eat cheap corn feed and are raised in a stressful feeding environment.
It is a product which strives to follow the truth that milk attained from cows which feed on natural grass is helpful for human beings and grant happiness to cows as well.
The label design expressed the pleasant image of a person mingling with a cow feeding on grass in a farm in a simple and natural way. BI (brand identity),which directly reflected on the brand concept, was used as it is in the TV advertisement concept to maintain the consistency of the brand story. Through this, the brand is gaining the outcome of continuously making the brand philosophy known to its consumers.
These IMC activities are gradually expanding sales centered on consumers who are value-oriented when it comes to consumption.
Additionally, it formed the first ever pasturage milk category in the country.
In particular, a unique silhouette, which reminds one of containers utilized for distribution in the farm, was applied for the container design. This enables consumers to experience the fresh and natural traits in milk as if it came straight from the farm.
Additionally, through the morphological differentiation from the previous milk market, more value was added to the milk.