Botella de leche La Serenísima con el Sello Buen Diseño argentino en una ambientación hogareña. Diseño estructural por Tridimage.
Home → Proyectos → La Serenísima – Mastellone Hnos. & Danone Argentina.

Reinforcing Market Leadership Through Sustainable 3D Design

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La Serenísima – Mastellone Hnos. & Danone Argentina.

1. The Challenge

Evolving a Heritage Brand Toward Sustainability

With over 90 years of history nourishing Argentine homes, La Serenísima faced the critical challenge of staying relevant to consumers increasingly conscious of their environmental footprint. The dairy market demanded sustainable solutions without compromising the product's perceived quality.

Mastellone Hnos. made a strategic investment in a new complete bottling line, following a growing trend in Sustainable Packaging where leading brands aim to reduce environmental impact. The goal was clear: to launch a PET bottle for their fresh and long-life milk lines that offered a superior consumer experience throughout the entire consumption cycle.

For our team, the challenge was to engineer a bottle that, through its Structural Design, conveyed the brand’s core values and essence, highlighting its trajectory as a market leader. The packaging needed to facilitate interaction from the shelf to refrigeration at home, and finally, the pouring moment. Above all, it had to set a new sustainability benchmark in the category.

Diseñador trabajando en la visualización 3D y modelado de la nueva forma de la botella de leche. Diseño estructural por Tridimage.
Gama completa de leches La Serenísima rediseñadas, diferenciadas por tapas y etiquetas de color. Diseño estructural por Tridimage.
Detailed sketches and plans showing the concept and 3D structural packaging design of the La Serenísima milk bottle. Design by Tridimage.

2. The Solution

3D Structural Design Embracing the Circular Economy

As specialists in Packaging Design, we created an innovative 3D morphology starting from a square footprint. We redesigned the edges as flat surfaces that evolve into elegant arcs on each face. This solution optimizes display space in refrigerated aisles—a key competitive advantage for retail shelf presence.

The design features two versions: transparent PET for Fresh Milk, allowing consumers to appreciate its quality and freshness, and opaque white PET for classic and long-life milks. Both versions maintain a smooth transition to the neck and a circular base to ensure easy gripping and pouring.

In a strategic alliance with production engineers at Amcor, we developed a bottle manufactured with PET resin containing 20% Post-Consumer Recycled (PCR) material.

This means a portion of the plastic used comes from bottles discarded for recycling, closing the production loop and boosting the packaging's Circular Economy.

This project allowed us to do what we are most passionate about: communicating a brand through its three-dimensionality. The challenge was to marry the bottle's morphology with the technological constraints of the production line. Every structural detail was thought out to generate a great purchasing and consumption experience.
Virginia Gines

Virginia Gines Co-founder & Creative Director at Tridimage

La Serenísima – Mastellone Hnos. & Danone Argentina.
After
La Serenísima – Mastellone Hnos. & Danone Argentina.
Before
Botella de Leche Fresca La Serenísima en un desayuno con medialunas y café con leche espumosa.
Nuevas botellas de leche La Serenísima Clásica Liviana exhibidas en la góndola del supermercado. Diseño estructural por Tridimage.

3. The Results

Packaging That Honors Legacy and Commits to the Future

La Serenísima positioned itself as a pioneer by introducing the first recyclable PET bottle with post-consumer material for fresh milk in the Argentine market. This achievement earned us the prestigious "Sello de Buen Diseño Argentino" (Argentine Good Design Seal).

The new packaging appeals to consumers open to modern ways of purchasing daily essentials, renewing the brand's closeness to its audience. The structural design significantly improved the relationship with the public at every touchpoint, from shelf visibility to daily use at home.

This project reinforces Mastellone Hnos.' commitment to sustainability, aligning with the UN Sustainable Development Goals and positioning La Serenísima as a benchmark in Eco-Design within the Latin American dairy industry. It is a case study that proves tradition and innovation can coexist in perfect harmony.

Achieving the integration of 20% PCR PET in a fresh milk container, without compromising functionality or quality perception, required meticulous technical coordination. This case demonstrates that sustainability and brand leadership can go hand in hand.
Guillermo Dufranc

Guillermo Dufranc Project Manager at Tridimage & Sustainable Design Expert

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