ASK LAB developed packaging for the complete Izhmoloko product range, creating a bold visual system designed to stand out in the dairy aisle. For the brand’s core product, milk, we deliberately chose a black package to create a strong contrast with the conventional white visual language of the category.

The identity combines brutalist typography, sharp geometric forms, and a restrained graphic system. The barcode was redesigned as part of the brand’s symbol, turning a normally functional element into an integral part of the packaging design.

The result is a distinctive and contemporary packaging system that challenges the expected visual codes of the dairy category while maintaining a clear and recognizable connection across the entire product range.