Nestlé, one of the largest producers of food products, is always on the lookout for new and exciting ways to enhance its line of products. In Thailand, Milo is one of the most popular chocolate malt beverages, sold everywhere from mom-n-pop stores to large chain supermarkets.
Nestlé Thailand requested Brand New Day to create a localized version of the packaging design for Milo Powder and Milo 3 in 1 with a newly created sub-brand, Activ-Go. The challenge was to optimize Milo’s brand equities, including the Milo brand logo and dominant green packaging formats, yet create a clear differentiation between the Milo Powder and Milo 3 in 1 brands.
Brand New Day created the new sub-brand, ‘Active-Go’, with an energetic icon highlighting the Protomalt, vitamins and minerals found within the milk powder. This complimented the new high energy and dynamic sports photography in motion, used globally on Milo packaging. To create a clear differentiation between the two brands, the Milo Powder packaging features a mug splashing with chocolate milk and barley behind, representing the delicious malt flavour. For Milo 3 in 1, there is a clear indication of the three ingredients with milk, chocolate and barley creatively illustrated in and around a delicious mug of Milo.