NestlĂŠ a+ milk/ dahi
Our Work
Nestlé a+ milk/ dahi
The Brief …before
Challenge Due to convenience, UHT (Ultra High Temperature) milk is the fastest growing milk format in India. Despite this, the UHT category still remains small as consumers are put off from purchasing the product due to its relatively higher price point. Nestlé asked FITCH to revamp their packaging, heightening its premium’ness and its sense of quality.
Insight FITCH concluded that while UHT is the fastest growing milk in India, consumers still feel that milk is a commodity purchase. To succeed, our solution had to substantiate why Nestlé Toned Milk carried its premium price and communicate the benefits of Nestlé’s supply chain that ensures the best possible milk reaches the consumer
Our Work
Nestlé a+ milk/ dahi
The Brief …after
Solution FITCH created a new design for the packaging that champions milk. We incorporated a large dynamic milk splash that captures the goodness of milk. A darker, more contemporary blue was selected to increase shelf standout. Subtle dairy cues were introduced within the logo of the newly named product and across the back of pack. Our design tells the “Good makes Good” story on the reverse of the pack, providing a compelling argument as to why Nestlé a+ milk costs more than standard milk. The design style of a+ milk has also been extrapolated and applied to the Nestlé Dahi.
Our Work
NestlĂŠ a+ milk/ dahi
Our Work
NestlĂŠ a+ milk/ dahi
Our Work
NestlĂŠ a+ milk/ dahi
Our Work
NestlĂŠ a+ milk/ dahi
Our Work
Nestlé a+ milk/ dahi
The Results “We cannot forget that the hero for the re-launch is the pack and everything else derives inspiration from there. It took several changes and visits to the factory but we got there and we have something which we can call a+ packaging.” - Nestlé marketing manager Nestlé’s recently rebranded a+ dahi stands out from other brands on account of its striking, dark blue packaging. - BBC Good Food magazine
Our Work
NestlĂŠ a+ milk/ dahi
Our Work