How did the idea for the design edition come about?
As the market leader in hard and sliced cheese, we are setting trends that go beyond mere product innovations. We are targeting a young audience that expects more from brands today – namely emotional relevance and authenticity. The artists have creatively interpreted the brand value of community and brought it to life, adding a touch of lightness to consumers' everyday lives. The edition is accompanied by a campaign that also promotes community in real life – we are using social media and analogue formats to create a mix of digital communication and real brand experience.
What is special about this campaign?
In the supermarket, where consumers decide to buy cheese, the artistically designed MILRAM cheese packs immediately catch the eye. The look invites consumers to pick them up and collect them. MILRAM is thus the first cheese brand with a design edition – a step that appeals above all to young target groups and presents MILRAM in a fresh and creative way.
All three artists are known for their colourful works and have worked for brands such as Adidas and Rittersport. Now they are bringing their signature style into our customers' homes. Starting in September, the campaign will be accompanied by a social media offensive, including an influencer event and content related to the designs and MILRAM cheese.
A feeling of light-heartedness
Full of good vibes – Josephine Rais designed MILRAM cheese packaging, illustrating the theme of community. As in all her other works, the artist used strong colours as a stylistic device and means of expression.
Berlin-based designer Josephine Rais is known for her colourful, large-scale illustrations in public spaces – from house walls to packaging for brands such as Essie, Adidas and Mymuesli.
Now she has also designed for DMK: her unmistakable signature style has been gracing a special edition of MILRAM cheese packaging since August. The motifs depict scenes of community and convey a feeling of friendship and security – entirely in keeping with her positive, joyful visual language.
Relaxed and modern
Danii Pollehn's artistic approach brings people together around a table. Not only for MILRAM, where one of her illustrations currently adorns the cheese packaging.
Hamburg-based illustrator Danii Pollehn inspires with bright, detailed motifs inspired by nature, fashion and music. Her works are lively and expressive – just like the new MILRAM cheese packaging she designed for DMK.
Pollehn works for international brands such as Adobe, Coca-Cola and Volkswagen, combining digital and classic techniques. Her designs for MILRAM feature striking scenes with a strong message.
Lots of humour, lots of expression, lots of courage
The artist Moritz Adam Schmitt, an artist and illustrator from Cologne, has also realised his vision on the Milram cheese packaging.
His colourful works tell stories from everyday life, address social issues and incorporate personal experiences.
Style? A wild mix of pop art, street art – and a touch of playfulness. His works are characterised by a broad colour palette, often dominated by bright yellows and soft pinks. Schmitt's techniques are versatile.
