discoverThe issue – Same but different. A new Milo that would dissolve in cold water, without any lumps or decline in taste and quality, required some convincing. Consumers had to be assured that this was still the same Milo they’ve always known and loved, only now it had the unexpected benefit of dissolving completely in cold water.

developOur solution – We first created a new sub-brand mark, Sejuk (‘cold’ in Bahasa), and placed it below the Milo brandmark to differentiate it from the regular powder. Also on the pack is a cold glass of Milo, instead of the traditional steaming hot mug. And to educate consumers as to what Milo Sejuk is all about, we used the familiar Milo van on promotional packs where it was instantly recognised for the delicious beverage it dispenses.

deliverSustainable impact – This new and different powder formula was launched in May 2011, in convenient single serve stick packs. Market sales have been encouraging.

Milo Sejuk

Brand StrategyScreen & InternetPrint & LiteratureRetail & SignageNamingPackagingIdentity

Nothing beats a tall cold glass of Milo on a hot day. This multi-generational favourite has long been a staple at school and national sport events, with long queues in front of the iconic Milo van for the tasty drink. To meet the demand for this ice-cold bev-erage, Nestle Malaysia decided to launch a new Milo powder that didn’t require a drop of hot water in the mix.

www.bonseydesign.com

Brand Architects TM

Partners of Sterling GroupNew York, Los Angeles & San Francisco

Building iconic brands through sustainable impact

discoverThe issue – Nostalgia. Malaysian families often invite friends to ‘minum kopi’ (drink coffee), a much-loved daily ritual that evokes a strong sense of conviviality. Nestle wanted to capture this warmth in a range of pre-mix local favourites as ‘kopi tarik’ and ‘cham’, blending traditional authenticity with the strength of the world’s leading coffee brand.

developOur solution – The design strategy was driven by the iconic image of traditional Malaysian coffee shop: the tables, the crockery, the ambience blended with the power-brand elements of Nescafe. We infused the international reputation of Nescafe with elements of local culture, creating a compelling identity system for the new Menu range.

deliverSustainable impact – Response to Nescafe Menu has been overwhelming. Demand far outstripped supply in the first few weeks. More variants have been added and the range was successfully launched in other regional markets. As a result, we continue our 8-year relationship with Nestle Malaysia, sustaining growth of their brands in the region.

Nescafe is the world’s leading instant coffee brand. In Malaysia, Nescafe holds a 70% market share in the coffee segment.

Nescafe Menu

Brand StrategyScreen & InternetPrint & LiteratureRetail & SignageNamingPackagingIdentity

www.bonseydesign.com

Brand Architects TM

Partners of Sterling GroupNew York, Los Angeles & San Francisco

Building iconic brands through sustainable impact