Landor has unveiled a refreshed identity and packaging system for Mother Dairy’s milk portfolio, reimagining the brand around its enduring promise of Maa Jaisi Care. The first phase of the redesign is rolling out across Mother Dairy’s Cow Milk pouches, balancing a more contemporary look with the familiarity and trust that consumers have associated with the brand for generations.
Central to the new design language is the ‘Note of Care’ — a distinctive visual device inspired by Mother Dairy’s iconic holding form. Reinterpreted as a signature brand cue, it is designed to bring warmth, thoughtfulness and personality to the packaging while strengthening emotional connections with consumers.
The redesign also marks a significant milestone in Mother Dairy’s sustainability journey with the introduction of India’s first Naturally Degradable Pouch in Soil. The innovation extends the brand’s promise of care beyond nourishment and purity to environmental responsibility.
Beyond the milk category, Landor has also refreshed Mother Dairy’s Flavoured Milk range, already available in the market, adapting the new brand language into a more vibrant and youthful expression. Together, the initiatives aim to create a cohesive and future-ready brand system, with additional portfolio rollouts planned.
“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.”
– Randhir Kumar, Senior General Manager – Marketing (Dairy Business), Mother Dairy
“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.”
– Ronita Mukerjee, Executive Client Director, Landor
“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.”
– Arnab Ray, Executive Creative Director, Landor
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