Goodness of camel milk
Produced by Emirates Industry for Camel Milk & Products (EICMP), the world’s first sophisticated camel milking plant housed within a camel farm, the Camelicious brand of camel milk products are currently sold in UAE and exported to Kuwait, Jordan, United Kingdom, Austria and Malaysia.
With a growing customer base in the UAE and Middle East region, the challenge ahead is to market the brand and goodness of camel milk to global consumers who are not only unaware about its tradition and health benefits, but also depend heavily on cow and goat milk for their dairy products.The packaging of Camelicious products consistently feature the camel along with colors and motifs that invoke tradition and royalty, and represent Dubai and the Arab culture.
Neha Majithia, brand manager, Camelicious, explained the company’s aim for the packaging design of Camelicous products. “The packaging should represent camel milk, along with its origin in Dubai and its tradition in the Arab world. Firstly, the visual impact of the products is achieved by using the image of a camel, which consumers see first on a shelf before they read the words ‘camel milk’. Secondly, because of its origin in Dubai, the motifs on the packaging represent the city and its culture. Finally, the ingredients and benefits of camel milk is the USP of the products, and so their nutritional information is communicated clearly to the consumer,” said Majithia.
Packaging formats also play a crucial role, according to her. The eco-friendly cartocan was chosen for the Camelicious long life and whole milk as well as its ginger-flavored endurance drink, a healthier alternative to energy drinks in the market. The cartocan format has labelling in multiple languages for export markets.