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Carnation Milk

Growing the future


Carnation is a leading global food brand, producing some of the most popular household dairy products, promoting delicious flavours and nutritional values to consumers. Carnation’s Milk Powder has long been a popular choice for parents when choosing a suitable, nutritional and great value replacement once their child has finished breast-feeding.


With increasing competition in the Growing Up Milk category, Carnation sought to strengthen their position as the best value for money milk powder that’s filled with nutritional benefits to aid physical growth, brain development and the digestive systems of young children. Moreover, Carnation wanted to communicate with mothers that Milk Powder is the best choice for their children to achieve the health and happiness they deserve.


To communicate the important benefits of Carnation Milk Powder, Brand New Day used creative, easy to understand illustrations on the front of the new packaging. The ladder and upward arrow help visualize the potential for children’s growth and development as well as highlight key ingredients and their benefits. A healthy and happy child balancing his milk up above his head drives the message that Carnation Milk Powder is the best choice for mothers to provide their children with a delicious milk formula drink that will see them grow towards a bright, healthy and happy future.