Tnuva

DESIGNING THE MOST ICONIC AND BELOVED DAIRY BRANDS IN ISRAEL THAT STAND OUT IN EVERY FRIDGE

Tnuva

DESIGNING THE MOST ICONIC AND BELOVED DAIRY BRANDS IN ISRAEL THAT STAND OUT IN EVERY FRIDGE

ציוני דרך

THE STORY THAT
LEADS THE BRAND

Brand Identity, Brand Character

The “Landmarks” project was initiated as a government program with the aim of renewing, preserving, and retelling the history of the last three hundred years in the Land of Israel – from the First Aliyot, through the establishment of the State and the War of Independence, up to the present day.

At its core stands a strong idea: everyone has a personal story, and together these personal stories create our shared story.

The Name and Identity

The name “Landmarks” was chosen because it carries a double meaning – both as physical and narrative points on the map of history, and as a declaration of the values of Zionism and the State.

The symbol was built as a Star of David made of colorful segments. Each segment represents a story, a community, a diaspora, or an experience – together they form the Star of David, the national symbol.

The color palette is diverse and designed to represent the ingathering of exiles – multiplicity that turns into unity.

The Visual Language

The graphic language was designed to speak in a fresh, contemporary, and cool style – one that appeals to younger generations.

The messages are phrased in a personal and direct way – “Who knows…” – a call to curiosity, personal connection, and discovery.

The design uses parts of the graphic symbol as visual elements that reassemble the stories. They appear as highlights, as bold parts of the composition, conveying a sense of playfulness and curiosity.

The Strategic Value

The branding is not only about telling history, but about connecting it to the viewer’s personal identity:

Maybe your grandfather immigrated to Israel on a Ma’apilim ship.

Maybe your uncle was a fighter in the Etzel or the Haganah.

Maybe your family took part in the ingathering of exiles.

This way, everyone is invited to discover their own part in the larger story.

The Brand as a Whole

This is about creating a cross-generational brand that both commemorates and preserves, while also feeling relevant, young, and engaging.
A brand that knows how to tell the historical story in a language that resonates with the new generation – a language that connects past and future, personal and collective.