Valio Play

New diary brand
for kids.

Packaging design
Brand identity


Valio Play is a new dairy brand developed for the Finnish market. With Play, Valio is targeting younger people with the aim to create an active, exciting and different brand.

Super Tuesday has created the brand identity and packaging design for all different products in the big Play portfolio. This includes everything from various drinks to different tasty yoghurts.

Our main insight in this project was that kids-products today look more or less alike. We call it the “Danonino look” (cartoonish elements with quite an artificial touch). Our idea was to build a brand around different and interesting characters. Characters that could be used outside the actual packaging and that would attract both kids and youngsters. Based on the sales figures we succeeded.

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