Landor has partnered with Mother Dairy to redesign the identity and packaging system for its milk portfolio. The first phase of the rollout has covered Mother Dairy’s Cow Milk pouches, introducing a refreshed visual identity built around the brand’s “Maa Jaisi Care” positioning.
The redesign has introduced a new packaging system aimed at modernising the brand while retaining its established identity. At the centre of the new design language is the “Note of Care”, a visual device inspired by Mother Dairy’s existing holding form and developed as a signature packaging element across the portfolio.
The rollout has also marked the introduction of what Mother Dairy has described as India’s first naturally degradable pouch in soil. The initiative has formed part of the company’s sustainability efforts, extending the brand’s focus beyond product packaging to environmental considerations.
Landor has also worked on the redesign of Mother Dairy’s flavoured milk range, which is already available in the market. The refreshed brand language has been adapted for the category, with further portfolio rollouts expected in the coming months.
Speaking about the redesign, Randhir Kumar, Senior General Manager – Marketing (Dairy Business), Mother Dairy, said, “Being a brand that touches the lives of millions of consumers every day, we recognize the important role packaging plays in shaping everyday consumer interactions. Through this refreshed design, we wanted to make that experience warmer, more relatable and engaging. The introduction of our ‘Note of Care’ adds a distinctive emotional layer, bringing alive the promise of Maa Jaisi care through simple, everyday expressions that consumers can instantly connect with. The evolved design language is aimed at enhancing consumer recall, improving ease of identification across categories and variants, and further deepening the trust that consumers have long associated with the Mother Dairy brand.”
Ronita Mukerjee, Executive Client Director, Landor, said, “Strong brands are built on relevance and differentiation. Mother Dairy has been loved for generations and we had to make sure we carry forward that equity as we modernized the brand for wider appeal. The “note of care”, a key brand asset was inspired by “maa jaisi” the very essence of the brand. We have also ensured clear navigation across milk variants through color blocking and distinct illustration. The goal is for consumers to continue to love the brand and for new users to make it their brand of choice.”
Arnab Ray, Executive Creative Director, Landor, said, “Refreshing an iconic Indian brand like Mother Dairy and its milk offer at scale takes a lot of guts and risk appetite from the client and when strategic design thinking and execution matches up to the expectations and delivers to the ambition, it feels quite satisfying for the whole team here at Landor. While crafting the designs, the teams were particular about designing to ‘care’ so that the brand’s visual and verbal ingredients mirrored the ethos holistically.”
