ASK LAB developed a speculative branding concept for Izhmoloko, a dairy producer from Izhevsk. The project was a personal initiative inspired by the company’s local connection, as Anatoly Shabalin K. is also from Izhevsk.

We reimagined the existing identity through custom contemporary typography, bold illustrations, and packaging built around vivid, distinctive colors. The goal was to give the brand a more modern and expressive character while preserving its connection to its local roots.

To complement the new identity, we produced a photography campaign inspired by the visual language of the 1990s. The deliberately nostalgic approach references the brand’s heritage and creates a contrast with the contemporary graphic system, connecting its history with a possible new direction for the brand.