Mila, a Alto Adige-based dairy business enterprise, which gathers 3,500 small producers under its umbrella, commissioned Italian brand advisory and design agency RobilantAssociati with a task to develop brand positioning, brand architecture, product branding, brand design and brand communication for the high-quality milk produced daily.

Within a competitive scenario in which Alto Adige-ness was already used by other companies through self-referential advertising, Mila needed to adopt an approach focused on conveying in a unique, proprietary way the company’s belonging to its local region. Mila was turned into a leader by defining a new brand grammar.

Through a fascinating positioning focalization project, the Auteur Milk concept was developed for Mila and formed the basis for the whole project. The company’s distinctive, characteristic values formed the core of its new brand story: a true story of real people who work with passion and dedication, day after day, to make unique products which are the fruit of a culture inseparably tied to its land of origin. The Alto Adige tradition, the farming craft and experience are the secret of Mila’s wholesomeness and goodness.

An unusual expressive language created a unique brand storytelling, making Mila products instantly recognizable even when the trademark cannot be seen. This innovative advertising concept centres on people and their mission for quality. It can be used consistently and flexibly for each product type, while maintaining that product’s specific character, and can be employed very effectively for different touch points, substrates and marketing tools.