Mleczna Dolina

A new language for everyday dairy.

Background

Mleczna Dolina is a strong private label by Jeronimo Martins, covering a wide range of dairy products – over 160 SKUs. After several years on the market, the brand set out to reassert its dominance in the dairy category.
Challenge

To create a cohesive visual identity system that maintains a unified brand image while allowing for clear differentiation across individual product subcategories.
Insight

The dairy category has long relied on idyllic imagery – cows in meadows, barns, and "milk straight from the farm." These visual codes have become predictable and outdated.
Solution

The new visual identity for Mleczna Dolina answers a need for clarity and modernity. Instead of pastoral clichés, we focused on a minimalist approach: generous white space and a bold logotype. This direction established a strong and consistent brand presence, while allowing visual flexibility across different subcategories – from cheese to yogurt.
Despite the size of the product range, the system makes navigation easy for consumers. The strength of the design lies in its simplicity: in crowded retail environments, Mleczna Dolina remains clear, structured, and unmistakably visible.