How a Playful Cat Repositioned a Legacy Milk Brand

In a world flooded with similar products, one bold Russian dairy brand did something unexpected: it replaced the cow on its milk carton with a cat — and ended up sparking a viral sensation across borders.

This is the story of Milgrad, a milk brand under Bryansk Dairy Factory, and its now-iconic mascot — the blue cat.

🎯 The Challenge

Bryansk Dairy Factory, one of Russia’s oldest milk producers, approached Depot Branding Agency with a clear goal: refresh the packaging of their Milgrad milk product line so it could stand out on the shelf and feel more joyful, fresh, and memorable.

The agency explored several directions:

• Slightly modernize the current packaging

• Incorporate urban elements like architectural or industrial sketches

• Or take a completely different, playful approach

The third option? Replace the traditional imagery with a charming, illustrated cat. The client took the risk — and that single design decision changed everything.

🧃 The Execution: Not Just a Cat — a Full Experience

The breakthrough moment came from Vera Zvereva, Art Director at Depot Branding Agency, who wanted to break away from conventional dairy packaging tropes.Her thinking was simple yet profound:

“Milk is a familiar product, so why not make the packaging feel familiar too — like a pet at home?”

She intentionally chose a cat because of the deep emotional and cultural connection people have with them. Cats are playful, cozy, and quietly mischievous — much like how Depot wanted the brand to feel. Plus, in Russian homes, the image of a cat drinking milk is iconic, almost nostalgic. It evoked a sense of warmth, comfort, and domestic joy.

But Vera didn’t stop there.

She thought: "What if this cat could be more than just a logo? What if it could be something people could interact with?"

That’s when she sketched out the idea of wrapping the cat’s tail and body across three sides of the carton. When placed next to each other on shelves, the cartons would complete the cat’s full body — and even form different playful poses when rearranged.

This design instantly transformed Milgrad milk into a visual experience — customers could “collect” the cat's poses, play with arrangement, or even build full cat displays at home or in-store.

💡 And the design wasn’t just functional — it was fun.

At supermarkets, employees joked about “fixing” the messed-up cat displays when customers took cartons out of order. Online, the hashtag #HelpTheCat gained traction as shoppers posted pictures and encouraged others to put the cartons back in the correct sequence.

📈 What Happened Next?

The results went beyond anyone’s expectations:

• Emotional engagement: People wanted the cat more than they wanted the milk. Some even admitted they didn’t drink milk but still bought the product just for the packaging.

• Increased purchase quantity: Customers were buying four-packs just to complete the full cat image.

• Viral buzz: Social media exploded, with memes, cosplay, animations, and embroidery of the cat — especially in Japan and Eastern Europe.

• Commercial success: Although exact numbers weren’t released, Milgrad’s products began selling out across Russia, and sales reps reported significant volume increases.

• Global acclaim: In 2021, the packaging won a Red Dot Award, one of the most prestigious global design recognitions.

🧠 Why This Rebrand Was Brilliant

Element	Insight
🐱 Distinctiveness	A blue cat on a milk carton is visually disruptive and instantly memorable
🎯 Purposeful Playfulness	The interactivity encouraged deeper shopper engagement and brand recall
💬 Social Amplification	A simple in-store moment sparked online trends and organic brand advocacy
🌍 Cultural Crossover	The design language was simple, cute, and universal — perfect for virality
🏆 Design with Utility	The packaging was scalable, modular, and didn’t compromise function

✨ My Take as a Marketer

Milgrad’s success proves that great branding isn’t about complexity — it’s about connection. The team at Depot understood that consumers aren’t just buying milk. They’re buying feelings, stories, and delightful moments in their daily routine.

This rebrand checked every box:

• It disrupted the shelf visually

• It created a mini-ritual for consumers

• It made people smile — and that emotion translated directly into loyalty

As someone who believes marketing should make people feel something first, Milgrad’s cat is a masterclass in strategic creativity.

Final Thought

Branding doesn’t have to scream to be heard.Sometimes, all it takes is a quiet little cat, happily sipping milk — and a design team brave enough to do things differently.

Milgrad didn’t just redesign its milk carton.It redefined how we interact with everyday products — and reminded us that delight is a strategy.