When it comes to low-fat dairy products, the Ella brand wanted to try something totally different. To start off, the brand wanted to focus on its core consumer: women. A redesign was also in order. Milk, cheese and yogurt products under the Ella brand now carry a purple background with fine, serif typography. Each package was designed to remind women of magazines and fashion iconography. The goal of the redesign was to make consumers aware that Ella products are low-fat and better for you. (Art direction and design: Jovan Trkulja and Marijana Zaric; Supplier: Tetra Pak, www.tetrapak.com)