Go! Milo
Nestlé, Phillipines
The challenge
Tasty and trusted, Milo is the world’s leading chocolate malt beverage that can be prepared with hot or cold milk or water, offering essential vitamins and minerals to meet the nutrition and energy demands of young bodies and minds.
Long known as an energy beverage strongly associated with sports and good health, Milo has tasked us with designing their new On-the-go Range, targeting young Gen Z consumers who seek a boost of energy while they navigate their daily lives.
The Opportunity
To modernize the depiction of an active lifestyle and better connect with this new set of consumers, we shifted from athletics and performance-focused activities to an urban and aspirational portrayal of dynamism. Creating an expressive visual language that integrates illustrations and stickers in a bold and youthful visual identity.
Milo’s role as the catalyst for energy is reflected in a pattern emanating from its logo, unifying all elements on the packaging.The brand world expands on this expressive language, emphasizing Milo’s energy-maximizing power. This approach ensures that Milo’s On-the-go Range not only meets the nutritional needs of Gen Z consumers but also aligns with their dynamic and energetic lifestyles, reinforcing Milo’s position as a trusted companion for on-the-go energy.
