Challenge: design of a basic range of dairy products for the biggest Swiss dairy manufacturer. Idea: the product is key – implemented in a playful and likable manner. The design language is focused, simple and straightforward. The cow as the key visual adds a playful, appealing element. Effect: the PRIMA brand was established as a premium dairy range for professionals: humorous and original. The products are instantly recognizable due to the style of the illustrations as well as the reduced text. The new design of the range caused a three-digit sales-growth post-relaunch for the milk.