{"id":3114,"date":"2018-11-16T19:58:01","date_gmt":"2018-11-16T17:58:01","guid":{"rendered":"https:\/\/situacioncritica.es\/blog\/?p=3114"},"modified":"2020-07-29T08:34:00","modified_gmt":"2020-07-29T06:34:00","slug":"la-vaca-mira-al-otro","status":"publish","type":"post","link":"https:\/\/situacioncritica.es\/blog\/la-vaca-mira-al-otro\/","title":{"rendered":"La vaca mira al otro lado. Milka redise\u00f1a imagen y packaging"},"content":{"rendered":"<p>La suiza&nbsp;<a href=\"https:\/\/www.milka.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Milka<\/strong><\/a> (<em>Milch und Kakao; leche y cacao<\/em>) desde sus inicios decidi\u00f3 diferenciarse de su competencia envolviendo su producto en un papel de color&nbsp;lila en el que aparec\u00eda una vaca y los&nbsp;Alpes suizos, de donde proced\u00eda su leche. Es un <em>packaging<\/em> m\u00edtico y que todo el mundo reconoce al instante, por lo que a la hora de actualizarlo, s\u00f3lo se deben dar pasitos de beb\u00e9 para que todo parezca que est\u00e1 igual&#8230; pero en realidad no lo est\u00e9.<!--more--><\/p>\n<p>En la actualizaci\u00f3n de la marca que ha llevado a cabo la consultora de&nbsp;<em>branding<\/em> <a href=\"https:\/\/www.lpk.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>LPK<\/strong><\/a> lo m\u00e1s destacado es que la vaca mira ahora hacia la derecha en lugar de hacia la izquierda, compensando mucho mejor la imagen general.<\/p>\n<div id='gallery-1' class='gallery galleryid-3114 gallery-columns-2 gallery-size-large'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"500\" src=\"https:\/\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/11\/milka_logo_before.jpg\" class=\"attachment-large size-large\" alt=\"\" aria-describedby=\"gallery-1-3121\" srcset=\"https:\/\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/11\/milka_logo_before.jpg 500w, https:\/\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/11\/milka_logo_before-300x300.jpg 300w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/>\n\t\t\t<\/div>\n\t\t\t\t<figcaption class='wp-caption-text gallery-caption' id='gallery-1-3121'>\n\t\t\t\tImagen original\n\t\t\t\t<\/figcaption><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"500\" src=\"https:\/\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/11\/milka_logo_after.jpg\" class=\"attachment-large size-large\" alt=\"\" aria-describedby=\"gallery-1-3120\" srcset=\"https:\/\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/11\/milka_logo_after.jpg 500w, https:\/\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/11\/milka_logo_after-300x300.jpg 300w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/>\n\t\t\t<\/div>\n\t\t\t\t<figcaption class='wp-caption-text gallery-caption' id='gallery-1-3120'>\n\t\t\t\tNueva imagen\n\t\t\t\t<\/figcaption><\/figure>\n\t\t<\/div>\n\n<p>Otros detalles menores es que el logotipo lechoso deja de tener volumen para ser plano, una tendencia actual que deja atr\u00e1s la moda de principios de siglo que hizo que todos los logos se convirtieran en un pseudo 3D. Otro detalle, que recuerda al que ejecut\u00f3 hace unos a\u00f1os Nescaf\u00e9, es la incorporaci\u00f3n de un gota en el logo, esta vez \u00abel punto de la i\u00bb.<\/p>\n<div id='gallery-2' class='gallery galleryid-3114 gallery-columns-3 gallery-size-thumbnail'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/11\/milka-header.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/11\/milka-header-300x300.jpg\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/11\/milka-work-02-sketch.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/11\/milka-work-02-sketch-300x300.jpg\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/11\/milka-work-06-activation.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/11\/milka-work-06-activation-300x300.jpg\" class=\"attachment-thumbnail size-thumbnail\" alt=\"\" \/><\/a>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\n<p><a href=\"https:\/\/www.mondelezinternational.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mondelez International<\/a>, la propietaria de la marca Milka en la actualidad, no ha querido arriesgarse m\u00e1s all\u00e1 y se ha limitado a dar una p\u00e1tina de cierta \u00abactualidad\u00bb para mejorar la conexi\u00f3n entre los distintos elementos que conviven en los diversos <em>packaging<\/em> de la marca.<\/p>\n<div id='gallery-3' class='gallery galleryid-3114 gallery-columns-2 gallery-size-full'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon portrait'>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"1020\" src=\"https:\/\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/11\/milka_pack_before.jpg\" class=\"attachment-full size-full\" alt=\"\" aria-describedby=\"gallery-3-3125\" srcset=\"https:\/\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/11\/milka_pack_before.jpg 500w, https:\/\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/11\/milka_pack_before-245x500.jpg 245w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/>\n\t\t\t<\/div>\n\t\t\t\t<figcaption class='wp-caption-text gallery-caption' id='gallery-3-3125'>\n\t\t\t\tEnvoltorios anteriores\n\t\t\t\t<\/figcaption><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon portrait'>\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"1020\" src=\"https:\/\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/11\/milka_pack.jpg\" class=\"attachment-full size-full\" alt=\"\" aria-describedby=\"gallery-3-3124\" srcset=\"https:\/\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/11\/milka_pack.jpg 500w, https:\/\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/11\/milka_pack-245x500.jpg 245w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/>\n\t\t\t<\/div>\n\t\t\t\t<figcaption class='wp-caption-text gallery-caption' id='gallery-3-3124'>\n\t\t\t\tNuevos envoltorios\n\t\t\t\t<\/figcaption><\/figure>\n\t\t<\/div>\n\n<p>Como curiosidad, anotar que <strong>Milka<\/strong> en 1990 registr\u00f3 <em>su<\/em> color lila para su uso exclusivo en publicidad.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Milka en 1990 registr\u00f3 su color lila para su uso exclusivo en publicidad. Fiel a este color, la actualizaci\u00f3n de la imagen de la marca sigue centrando en \u00e9l su identidad. Lo que cambia, a mejor, es la vaca y el paisaje, mucho mejor agrupado ahora con el logo.<\/p>\n","protected":false},"author":1,"featured_media":3115,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[22],"tags":[508,506,211,344,507],"class_list":["post-3114","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creatividad","tag-lpk","tag-milka","tag-packaging","tag-rebranding","tag-vaca"],"jetpack_featured_media_url":"https:\/\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/11\/milka.jpg","jetpack-related-posts":[{"id":975,"url":"https:\/\/situacioncritica.es\/blog\/packaging-pack-age\/","url_meta":{"origin":3114,"position":0},"title":"Packaging, pack, age","author":"Sethbastian","date":"8 de octubre de 2013","format":false,"excerpt":"Muchas veces asociamos dise\u00f1o a exclusividad, como si esa palabra fuera sin\u00f3nimo de lujo. Nada m\u00e1s lejos de la realidad. Dise\u00f1o es el encuentro entre la creatividad y la usabilidad. Y resultado destacado de esa uni\u00f3n resulta el packaging, la rama que estudia el envase de los productos. Esos que\u2026","rel":"","context":"En \u00abCreatividad\u00bb","block_context":{"text":"Creatividad","link":"https:\/\/situacioncritica.es\/blog\/creatividad\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/06\/tortas72.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/06\/tortas72.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/06\/tortas72.jpg?resize=525%2C300&ssl=1 1.5x"},"classes":[]},{"id":3037,"url":"https:\/\/situacioncritica.es\/blog\/good-hair-day-pasta-un-packaging-que-juega-con-tu-buen-humor\/","url_meta":{"origin":3114,"position":1},"title":"Good Hair Day Pasta, un packaging que juega con tu buen humor","author":"Sethbastian","date":"12 de septiembre de 2018","format":false,"excerpt":"En un mercado saturado de marcas de pasta (y hablamos de Italia) que un producto destaque en una estanter\u00eda es una tarea \u00e1rdua.","rel":"","context":"En \u00abCreatividad\u00bb","block_context":{"text":"Creatividad","link":"https:\/\/situacioncritica.es\/blog\/creatividad\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/09\/goodhairdaypasta.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/09\/goodhairdaypasta.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/09\/goodhairdaypasta.jpg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/09\/goodhairdaypasta.jpg?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/09\/goodhairdaypasta.jpg?resize=1050%2C600&ssl=1 3x, https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/09\/goodhairdaypasta.jpg?resize=1400%2C800&ssl=1 4x"},"classes":[]},{"id":2864,"url":"https:\/\/situacioncritica.es\/blog\/solan-de-cabras-en-modo-vitaminado-gracias-a-enric-aguilera\/","url_meta":{"origin":3114,"position":2},"title":"Sol\u00e1n de Cabras en modo vitaminado gracias a Enric Aguilera","author":"Sethbastian","date":"6 de julio de 2018","format":false,"excerpt":"El estudio barcelon\u00e9s Enric Aguilera Asociados ha sido el encargado de crear el packaging para el nuevo formato de bebidas funcionales de Solan de Cabras.","rel":"","context":"En \u00abCreatividad\u00bb","block_context":{"text":"Creatividad","link":"https:\/\/situacioncritica.es\/blog\/creatividad\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/07\/Solan-de-Cabras-02.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/07\/Solan-de-Cabras-02.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/07\/Solan-de-Cabras-02.jpg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/07\/Solan-de-Cabras-02.jpg?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/07\/Solan-de-Cabras-02.jpg?resize=1050%2C600&ssl=1 3x, https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/07\/Solan-de-Cabras-02.jpg?resize=1400%2C800&ssl=1 4x"},"classes":[]},{"id":2870,"url":"https:\/\/situacioncritica.es\/blog\/sushi-para-ninos-de-la-mano-de-home-sweet-sushi\/","url_meta":{"origin":3114,"position":3},"title":"Sushi para ni\u00f1os de la mano de Home Sweet Sushi","author":"Sethbastian","date":"7 de julio de 2018","format":false,"excerpt":"El restaurante portugues especializado en comida japonesa, Home Sweet Sushi, acaba de lanzar un nuevo men\u00fa para ni\u00f1os. El estudio lisboeta Savvy Agency se ha encargado del dise\u00f1o del packaging.","rel":"","context":"En \u00abCreatividad\u00bb","block_context":{"text":"Creatividad","link":"https:\/\/situacioncritica.es\/blog\/creatividad\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/07\/SushiKids28929.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/07\/SushiKids28929.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/07\/SushiKids28929.jpg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/07\/SushiKids28929.jpg?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/07\/SushiKids28929.jpg?resize=1050%2C600&ssl=1 3x, https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/07\/SushiKids28929.jpg?resize=1400%2C800&ssl=1 4x"},"classes":[]},{"id":1134,"url":"https:\/\/situacioncritica.es\/blog\/burguer-king-revisitado\/","url_meta":{"origin":3114,"position":4},"title":"Burguer King revisitado","author":"Sethbastian","date":"8 de octubre de 2013","format":false,"excerpt":"Burguer King ha renovado el dise\u00f1o gr\u00e1fico global de su packaging , del que se ha encargado el dise\u00f1ador gr\u00e1fico e ilustrador de Nueva York, David Iglesias, de la agencia Tender Creative de Manhattan.","rel":"","context":"En \u00abCreatividad\u00bb","block_context":{"text":"Creatividad","link":"https:\/\/situacioncritica.es\/blog\/creatividad\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/06\/davidiglesias-11.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/06\/davidiglesias-11.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/06\/davidiglesias-11.jpg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/06\/davidiglesias-11.jpg?resize=700%2C400&ssl=1 2x"},"classes":[]},{"id":3147,"url":"https:\/\/situacioncritica.es\/blog\/campbell-raton-lata-de-tomate\/","url_meta":{"origin":3114,"position":5},"title":"Campbell a\u00f1ade un rat\u00f3n a su lata de tomate","author":"Sethbastian","date":"27 de noviembre de 2018","format":false,"excerpt":"Desde que Andy Warhol convirtiera en 1962 las Latas de sopa Campbell en una obra de arte, este m\u00edtico packaging forma parte de la cultura popular.","rel":"","context":"En \u00abCreatividad\u00bb","block_context":{"text":"Creatividad","link":"https:\/\/situacioncritica.es\/blog\/creatividad\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/11\/campbell-mickey-mouse-3-1024x1024.png?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/11\/campbell-mickey-mouse-3-1024x1024.png?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/11\/campbell-mickey-mouse-3-1024x1024.png?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/situacioncritica.es\/blog\/wp-content\/uploads\/2018\/11\/campbell-mickey-mouse-3-1024x1024.png?resize=700%2C400&ssl=1 2x"},"classes":[]}],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/situacioncritica.es\/blog\/wp-json\/wp\/v2\/posts\/3114","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/situacioncritica.es\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/situacioncritica.es\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/situacioncritica.es\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/situacioncritica.es\/blog\/wp-json\/wp\/v2\/comments?post=3114"}],"version-history":[{"count":7,"href":"https:\/\/situacioncritica.es\/blog\/wp-json\/wp\/v2\/posts\/3114\/revisions"}],"predecessor-version":[{"id":3662,"href":"https:\/\/situacioncritica.es\/blog\/wp-json\/wp\/v2\/posts\/3114\/revisions\/3662"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/situacioncritica.es\/blog\/wp-json\/wp\/v2\/media\/3115"}],"wp:attachment":[{"href":"https:\/\/situacioncritica.es\/blog\/wp-json\/wp\/v2\/media?parent=3114"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/situacioncritica.es\/blog\/wp-json\/wp\/v2\/categories?post=3114"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/situacioncritica.es\/blog\/wp-json\/wp\/v2\/tags?post=3114"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}