Cheese!
The task from Russian dairy factory was to create a brand to provoke a fresh and spontaneous purchase. A choice that is made without thinking. The Brandpackers did it and still the catchy packaging plays a major role for sales.
Ask questions.
They matter more than answers.
Design is an intermediary between you and the consumer, your most reliable agent. Whether we like it or not, he participates in a dialogue. What does he tell the consumer, what properties does the product translate? Simplify your approach and concentrate on the idea: what exactly should the buyer learn?
