Mevgal MyTsai & Chocola
Mevgal, one of Greece’s leading dairy brands, wanted to strengthen its position in the ready-to-drink beverages market with two key product lines, MyTsai (infused tea drinks, sugar-free, low-calorie) & Chocola (rich chocolate milk made from 100% Greek milk).
The goal was to design packaging that would not only stand out on supermarket shelves but also communicate freshness, indulgence, and premium quality, while appealing to modern consumers.
Mevgal assigned to New Communication with developing the packaging for a new range of ready-to-drink beverages, including fruit-flavored tea drinks and chocolate milk.
The primary mission was to create packaging that achieved instant shelf standout and was immediately appealing to consumers, driving impulse purchases through visual delight and a clear promise of rich flavor.
The key strategic challenges were focused on shelf differentiation and product perception:
Shelf Standout: Designing a range that could cut through the visual clutter of the refrigerated beverage aisle, ensuring Mevgal’s product was the one consumers chose.
Vibrancy and Freshness: The packaging had to visually communicate the freshness, energy, and rich flavor of the fruit tea drinks, moving beyond standard, muted beverage design.
Promise of Delight: The design needed to assure the consumer of a satisfying promise of enjoyment and delight, rather than just being a functional drink.
We created two distinct yet complementary visual languages:
- MyTsai: Bright, energetic and vibrant fruit imagery paired with lively backgrounds to communicate freshness, natural ingredients, and healthy enjoyment. The design highlights the 0% sugar promise while keeping the packaging modern and enticing.
- Chocola: A premium chocolate-inspired look, with deep cocoa tones, elegant typography, and hand-drawn cocoa pod illustrations. This conveys indulgence, authenticity, and richness.
The new packaging succeeded in making both product lines highly visible and attractive on the shelf. Consumers connected with the promise of delightful taste and freshness, and Mevgal reinforced its positioning as a trusted, innovative dairy brand.
