For Wawel we carried out a comprehensive redesign of the Królewskie Mleczko packaging, covering a change of format and a refresh of the logotype, the colours and the way the product's story is told. The aim was to modernise the image, underline the quality and make the pack work harder as a gift.

A light, elegant layout showcases the delicacy of the marshmallow filling and its taste, while the product's story builds emotional value for the brand. A new structure and carefully chosen finishes reinforce the premium feel and make the product stand out on shelf.

The result is a more modern, more appetising and more valuable pack that retains the recognisability of Królewskie Mleczko, communicates what makes it special more effectively and opens the brand up to new purchase occasions.