![](https://cdn.myportfolio.com/ea039131-ca89-424d-a149-31ffa29fadd9/12a0ebe6-a04c-4a4c-b146-9b5e145cdc97_rw_3840.jpg?h=0095d8667aa9ad51a28ff6e8c7379109)
OBJECTIVE: Develop a brand for Pule Cheese that caters to its specific audience while capturing the true mission behind its creation.
TOOLS: Figma, Illustrator, Photoshop, Procreate
Backstory
The Balkan Donkey was endangered in the 1990s. Serbian farmer Slobodan Simic gathered these underfed animals and, as of 2017, has developed a farm of at least 200 donkeys. While these animals repopulate, their milk is sold at $11/oz and cheese at $37/oz. It takes a year to produce roughly 8,000 liters of this rare milk and longer to produce Pule Cheese.
![](https://cdn.myportfolio.com/ea039131-ca89-424d-a149-31ffa29fadd9/0f32afb9-2e80-49b3-880b-bdb1b1e56f41_rw_1920.png?h=3d46e45f9e9c725248ae7cdada237349)
![](https://cdn.myportfolio.com/ea039131-ca89-424d-a149-31ffa29fadd9/9e4de4eb-d9b2-4f30-ab2e-ce9bc79cbb98_rw_3840.png?h=09fc1dec15a5f23f4a59d500be47569e)
The Consumer
![](https://cdn.myportfolio.com/ea039131-ca89-424d-a149-31ffa29fadd9/875f7200-6853-43d6-8765-5de8ec2dc7e9_rw_3840.jpg?h=8afd231a3ae384d6d875e34a20a2f430)
Establishing a Brand
The brand mark for Magareci captures the bond between female and male donkeys when bred for repopulation.
![](https://cdn.myportfolio.com/ea039131-ca89-424d-a149-31ffa29fadd9/a43dc469-6bcd-4468-b832-34bb1639f206_rw_3840.jpg?h=a31f2304b4e6138bcffeb1b8a9371376)
Visual System
![](https://cdn.myportfolio.com/ea039131-ca89-424d-a149-31ffa29fadd9/b59c9a7d-0b84-4f4b-96c6-1c8bb8679723_rw_3840.png?h=6f68df308c873eb89ffb07f2ffa1e30d)
The Product
Consumers can purchase Magareci in 2oz quantities for $75 per box.
![](https://cdn.myportfolio.com/ea039131-ca89-424d-a149-31ffa29fadd9/2497177d-ea73-4da3-9f62-85d822906e22_rw_1920.png?h=43edbc38343d0455637e88b631298e07)
Consumers also have the option to purchase a 12oz glass bottle of pure donkey milk, which costs $18. The milk is known to carry many health benefits, which are so great that even Cleopatra used to bathe in donkey milk.
![](https://cdn.myportfolio.com/ea039131-ca89-424d-a149-31ffa29fadd9/e23787be-4ec7-4b60-98a6-d24695e1b724_rw_1920.jpg?h=d522bf4a0ab76c6b278cf643bd0fc43f)
A purchase from Magareci always includes a personalized thank you card. It's a reminder to consumers that they are not only purchasing the most rare and expensive cheese in the whole world, but they are supporting the repopulation of the endangered Balkan donkey.
![](https://cdn.myportfolio.com/ea039131-ca89-424d-a149-31ffa29fadd9/f7d5d173-b351-4734-b6bc-1eac83acf2e8_rw_1920.jpg?h=56fcabe1f8771199d4114210ec1be865)