Alnatura has switched its range of basic dairy products to pasture milk. The special thing about this is that Alnatura has achieved a new level of quality with this orientation, which goes well beyond the current EU organic and association guidelines. This enables a strategically important differentiation for the dairy product range and Alnatura can further expand its pioneering role in the area of animal welfare initiatives and set new quality accents.
For our packaging design, this meant giving the added value communication a prominent place with a seal and explanatory window – in order to play out the theme in a consumer-friendly way in the smallest possible space. Based on the design of the milk packaging, we retained iconic elements such as the blue in the roll-out and tidied up the appearance to unify the brand image.
We accompanied the changeover of the product range with an eye-catching billboard and advertising campaign. With a simple, clear and consistent approach, we focused on the main message, the added value for animal welfare. Strong visuals and catchy headlines create maximum attention and the opportunity to quickly grasp the topic.
With its switch to pasture milk, Alnatura is among the finalists for the German Sustainability Award 2025 in the “Transformation Field Nature” category, which recognizes sustainable products.
