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A reimagined contemporary logo for a dairy giant

MENGNIU — CAUSEWAY BAY, HONG KONG

A reimagined contemporary logo for a dairy giant

Feeding two billion Chinese, Mengniu is the seventh largest dairy in the world. It is a staple in the Chinese diet, with much of the population interacting with the brand daily. With hundreds of products in its catalogue, Mengniu holds firm to its mission of helping make every life thrive. With strict environmental and welfare standards, it delivers produce that is healthy for its consumers and for the animals and grasslands it utilises.

Rob Janoff Agency was approached to nurture the brand in todays marketplace. Caring for its long-founded brand awareness was key to connecting the past with the future vision. Mengniu is a highly proactive, health-focused company; delivering quality products to their consumers is everything.

Feeding two billion Chinese, Mengniu is the seventh largest dairy in the world. It is a staple in the Chinese diet, with much of the population interacting with the brand daily. With hundreds of products in its catalogue, Mengniu holds firm to its mission of helping make every life thrive. With strict environmental and welfare standards, it delivers produce that is healthy for its consumers and for the animals and grasslands it utilises. Rob Janoff Agency was approached to nurture the brand in todays marketplace. Caring for its long-founded brand awareness was key to connecting the past with the future vision. Mengniu is a highly proactive, health-focused company; delivering quality products to their consumers is everything.

MENGNIU — CAUSEWAY BAY, HONG KONG

A reimagined contemporary logo for a dairy giant

Feeding two billion Chinese, Mengniu is the seventh largest dairy in the world. It is a staple in the Chinese diet, with much of the population interacting with the brand daily. With hundreds of products in its catalogue, Mengniu holds firm to its mission of helping make every life thrive. With strict environmental and welfare standards, it delivers produce that is healthy for its consumers and for the animals and grasslands it utilises.

Rob Janoff Agency was approached to nurture the brand in todays marketplace. Caring for its long-founded brand awareness was key to connecting the past with the future vision. Mengniu is a highly proactive, health-focused company; delivering quality products to their consumers is everything.

Milk cartons with green fields and cows, featuring Mengniu logo and Chinese text. Predominantly green and white color scheme.
Supermarket aisle with large yogurt bottles in the foreground. A person in the background is reaching for an item. Bright lighting.

Focused on sustainability and health

Mengniu takes pride in responsible business and production. Based in pristine Mongolia, the company practices sustainable circular farming to ensure ongoing environmentally sound nutrient-dense grasslands. The company was key in supporting the health workers across the country with free dairy during the Covid pandemic. Mengniu was founded in 1999 and has seen unparalleled growth, making it an absolute force in the Asian market. With a focus on sports and a healthy lifestyle, the brand has numerous famous personalities as ambassadors, such as Lionel Messi, Kylian Mbappé and Eileen Gu.


Stacked layers of green grass, cow print, and water pattern, each separated by white borders, floating against a plain white background.

The mission was to bring a household brand into a current market while not trading away the powerful brand awareness it had generated. Rob wanted to deliver the company a legacy logo that would resonate for generations.


Geometric abstract ink sketches in a grid layout; various circular, crescent shapes on white background with dynamic lines and shading.
Three green rectangles with dark crescent shapes transition from left to right. Background is dark green with thick pattern details.

Smiling woman in red holds a milk carton. Skier in snowy background. Text: "Annual Report 2021" and Chinese characters. Green and white color scheme.
Carton of milk with green pasture, cows, and Chinese text. Features green branding and a reflection. Bright, fresh mood.
Billboard displays “Fueling greatness” with athlete's profile. Sponsored by Mengniu Dairies for FIFA World Cup 2022. Colorful building.

An elegant statement on a global stage

Sunac are a large property developer in China. They were seeking an internationally relevant brand for their newest development in Chongqing, China. They reached out to Rob and through a process of intensive marketing analysis collaborated with him to research a of concepts. Finally A-One was decided upon by the Sunac team and the new A-One brand was born. The clients brief was to investigate:


Green geometric design with overlapping circles and squares on a grid background, featuring varying shades of green. No text visible.

Watch the movie


Click the video above to see a mini-documentary of the project.

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