Vera Zvereva’s Playful Cat Packaging Design for Milgrad Dairy

In the competitive world of food branding, where thousands of products vie for attention, Russian designer Vera Zvereva proves that personality and storytelling can make all the difference. As art director at Depot, one of Russia’s leading branding agencies, Zvereva was tasked with refreshing the visual identity of Milgrad, a line of milk products from Bryansk Dairy Plant. Her solution? A charming, sky-blue cat that instantly transforms the packaging into a narrative experience.

The new Milgrad packaging features a wide-eyed cat illustrated in a series of expressive, playful poses. Depending on how the milk cartons are arranged on supermarket shelves, the cat appears to interact across multiple packages — peeking out, playing with a string, or curiously observing the shopper. Each arrangement tells a new story, turning an ordinary grocery shelf into a living tableau of feline charm.

Beyond aesthetics, the design cleverly enhances brand recognition and emotional appeal in an oversaturated dairy market that represents over 22% of the FMCG food category. Even the barcodes carry the concept through — shaped like tiny cat heads in a witty nod to the brand’s character.

Through this delightful visual identity, Vera Zvereva Milgrad packaging design and Depot have elevated Milgrad from everyday staple to memorable design icon, blending warmth, humor, and a distinctive artistic touch that captures both hearts and eyes.

Written by Otávio Santiago, a visual designer whose work blends clarity, rhythm, and storytelling. Between Berlin and Lisbon, he creates across print, motion, branding, and immersive 3D environments.