Milardo is a sanitary ware brand owned by the Russian company SKL. In 2021 the product and marketing teams of Milardo set themselves the tasks to significantly renew the assortment and increase the representation in all sales channels, especially in traditional retail. All this required actualizing the senses of the Milardo brand and refresing its identity.

The basis of the Milardo assortment is the faucets trade group. Due to the new items the range will expand from the economy to the middle price segment: cheaper models and more expensive ones will appear.

Milardo focuses on the customers who see the sanitary ware, in the first place, as a utilitarian rather than an aesthetic function. These people do not pay attention to design awards and attractive renderings on social networks. But they do follow trends, trying to find something as interesting and functional as possible for their budget.

While working on the sign and logo, we strived for laconism and harmony. First of all, we removed the slogan that weighed it down. We also abandoned the idea of using the sign and the logo in one block to avoid visual tautology.

The sign, as an independent element, can now be used for branding products or small media.

When we worked on the design, we solved a difficult problem: the brand had to look modern and serious without creating high expectations for the traditional retail audience.

Two new shades of blue and additional colors were added to the basic color scheme to help accentuate promotional materials and diversify content.

The block graphic is a visual metaphor for systemic, logical, rationality. It can be used to structure the information on the media, emphasize the message or highlight a photo image.

Packaging is a kraft box with a color sticker. The sticker has all the information about the product — from the name of the collection to the packaging. Nothing extra, everything is simple and to the point. This approach shows the principle of practicality and rationality for the sake of convenience and saving the customer money.

Milardo — is the brand, which helps the customer to feel like a well-thought-out person, who knows how to take benefit where most people do not.

The updated brand identity shows the brand's message of rationality and practicality through graphics, and due to the font and color solutions it looks diverse and unconventional.

Art Director: Irina Schmidt

Strategist: Irina Mokrousova

Designer: Olga Samofalova

Project Manager: Anna Artemova