The basis for the MU brand (part of the Ljubljanske Mlekarne or Ljubljana Dairies company) is the authenticity of products made from natural ingredients and Slovenian milk. The focus is the pristine nature of Slovenia and the gifts it offers us all. We can discover it in original works of art. Nature and art both touch our souls if we let them. We want our consumers to feel the art of nature in each sip of MU yogurt. How can we bring this feeling to consumers in an original way?
The Mumetnost project (a play in Slovenian on the brand MU and the word for art, umetnost) illustrates the beauty of freely grazing cattle and the goodness of the milk they produce. So we installed a GPS tracker on the collars of five selected cows from the Na Kalu farm in Idrijska Krnica for one month. Tracing their path, they “drew” a trail on a map. Renowned Slovenian artists then took these outlined paths as a point of departure for their own artistic creations.
- digital advertising
- design and implementation of the exhibit.