Client: Komleko
We were tasked with creating a brand from scratch for the first plant-based milk, cheese, and yogurt producer in the Adriatic region. The startup introduced an innovative business model to the market - online purchasing with door-to-door delivery - and launched a new product category: fresh, non-pasteurized, made-to-order milks.
The products were 100% pure and natural, free from additives, artificial flavors, and added sugars, and contained the highest percentage of nuts on the market. Our challenge was to create a brand that reflected the innovative nature of the company while emphasizing the quality of the products.
The brand name is a memorable and easy-to-pronounce wordplay that clearly communicates the product (“like” + “milk” in Serbian). It also cleverly circumvents legal restrictions that prevent plant-based drinks from being labeled as “milk.”
A modern, minimalist design reflects the simplicity, purity, and quality of the product. The introduction of the first returnable glass packaging in the market, along with a playful brand voice and a strong online presence, established a distinct brand identity in a market dominated by strong global brands.
The culmination of our collaboration was a modern, simple, and impactful visual identity that exceeded client’s expectations.
• Creative brand strategy
• Brand naming
• Visual identity
• Packaging design
• Brand storytelling
• Website design
• Social media guidelines (visual and narrative)
• New product development strategy
Impact
Demonstrating the power of branding, Komleko generated substantial online buzz, attracted media attention, drew in investors, and built a loyal customer base within its first year - all without an advertising budget.
Komleko set a new benchmark in the health food category, inspiring a wave of follower brands and establishing a new market category of fresh, all-natural plant-based milks.
Komleko, the first plant-based milk, cheese, and yogurt startup in the Adriatic region, introduced fresh, made-to-order plant-based products in a market dominated by large global brands. Positioned in the premium segment, the milks contained the highest percentage of nuts on the market (26% compared to the standard 2-5%). All products were handmade to order, with no sugar, additives, or artificial flavors, delivering an unprecedented level of quality.
The innovative business model combined the convenience of an online shop with the personal, retro experience of door-to-door delivery. With the entire promotional budget redirected into branding, the brief was clear: create a memorable brand that stands out, gets people talking, and captures their attention.
A new product category required clear and consistent communication of the comparative advantages of Komleko products: their freshness and incomparable taste.
With the highest price on the market, we needed to emphasize the quality of the products and justify the cost with the value of pure, natural ingredients.
A zero advertising budget meant that making every brand touchpoint memorable was a top priority.
Our strategy was to challenge the traditional branding of “healthy food” and set new standards in the plant-based category. While most brands adopted a bland look and serious tone, we took a different approach—creating a modern, appealing, desirable, and joyful brand. Instead of focusing on deprivation, we emphasized the abundance of taste and the pleasure of pure natural food.
The brand name needed to be punchy, easy to pronounce, simple, and memorable, effectively serving as a promotional tool in itself.
The brand name needed to be punchy, easy to pronounce, simple, and memorable, effectively serving as a promotional tool in itself.
We developed a minimalist identity that reflected the simplicity and purity of the product ingredients, strongly differentiating the brand from others in the category.
We developed a minimalist identity that reflected the simplicity and purity of the product ingredients, strongly differentiating the brand from others in the category.
To put the brand’s value of environmental awareness into practice, we worked with Komleko to create a recycling program that rewarded customers with discounts for each returned bottle.
Despite having the highest price in the category and no advertising budget, Komleko generated significant public, investor, and media interest within just a few months of its launch.
The brand quickly gained a loyal customer base, boasting a retention rate of 85%, and was selected as the top choice for plant-based milk by leading city baristas.
Komleko set a new benchmark in the category, inspiring numerous follower brands and raising industry standards.
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