Packaging is one of the key elements of visual identity, especially in modern-day. One of the elements is visual, the first one which consumer encounters and the one which is drawing his attention, gives him the information about the product or a specific brand, and in the end helps him decide whether to buy the product or not. The importance and the role of packaging is visible mainly through product protection, product handling and through providing the necessary information to a potential and a real buyer, which eventually leads to product selling. Using visual identity, a particular company is trying to become recognizable, mainly through graphic design consisted of logo, symbols and colors all of which should be mutually connected since these are the elements through which company communicates with the public. It is necessary for a consumer to receive the message so he would be able to recognize a specific brand or a specific product and to distinct that particular product from other brands a she is the one deciding whether to buy it or not. Although defined as a separate element, brand is one of the key parts of visual identity. It is defined as a name, term, design, symbol or any other element which enables a particular merchandise or service to be distinguished from any other. It can represent an emotional value which is important for a consumer in determining what would be his brand and is important in a final decision regarding product purchase. It can be concluded that brand is a key element of successful product selling and is important in the development of every company. Milka build its own visual identity for many years which was mainly based on a longtime tradition, and from the start, the company was building a recognizable brand and gave a great importance to its visual identity. Milkas products are distinguished from others by its purple color covering more than 70% of all products and this remarkable color enabled the company s products to be recognizable and unique on the market. On the left side of package of every of their products a white colored brand name is placed to which a unique logo of a purple colored caw Milka is harmonized. Through products analysis, a progress in packaging function and design was visible as the products were undergoing an occasional re-design. From the beginning, packaging design achieved all of its functions but the emphasis was placed on sale function mainly. Choosing a purple color which represents power, luxury, ambition, nobility, creativity and secrecy, with easily memorable brand name and all the way to the remarkable brand logo, which is to this day kept the character from the very beginning, "Milka" history and tradition, is clearly visible emphasis on the function of the sales packaging.