Branded Packaging Design

Feb 7, 2024

Milo Rebrand

This was a student design project where I was tasked with rebranding an established beverage company’s logo and overall aesthetic to align with a specific decade. I was required to create a beverage label design, Instagram advertisement posts, and a collective poster showcasing the changes.

Milo Rebrand Poster

Vision & Approach

For this retro beverage rebrand, I chose Nestlé’s chocolate malt drink, Milo, drawing on a 70s design aesthetic. My inspiration came from studying popular beverage brands like Pepsi, Sprite, Coca-Cola, and 7Up, as well as Japanese Showa-era product design. I created all the designs using Adobe Illustrator and used Adobe Photoshop for the physical can mockups.

The Logo

For the logo redesign, I aimed for a simple, stylized look reminiscent of the bold cursive typography popular in the 70s. I liked the idea of text within a shape, so I simplified it by using an oval, giving the logo a casual, comforting feel. For the colour, I used a light and dark brown to represent the iconic chocolate malt flavor, which I feel gives the brand it's unique identity.

Milo Can

I noticed that 70s product design often featured minimal foreground details and solid background colours. To reflect this, I incorporated subtle details into my design to make the new logo stand out and establish a clear visual hierarchy. I used slightly desaturated colours, such as a beige background contrasted with a green foreground, and added stripes to enhance the detail and make the design more distinctive. The brown from the logo was used for the heading and body text to maintain cohesion and evoke a more 'chocolatey' feel.

Strawberry Milo?

Alongside the original Milo drink, I created a hypothetical strawberry malt flavor for two reasons: first, to explore a new market, and second, because why not ¯\_(ツ)_/¯. I kept the same layout and design to maintain brand consistency and avoid confusing consumers. The only changes I made were to the colour and the 'wave' design, which I adjusted to subtly resemble strawberry leaves for added detail.

Instagram Posts

For these Instagram posts, I experimented with the layout to create a visual hierarchy, guiding viewers' attention to key elements. I used bold, stylized heading text to capture attention and convey a vibrant feel, emphasizing the brand's energy drink aspect. I also included a call to action directing viewers to the Milo website.

Similar to the label designs, I aimed to reflect the subtle changes that tie the brand together while promoting different products with a cohesive feel.

Rebrand Showcase Poster

Tying everything together, here is the poster that showcases the inspiration behind the rebrand, a brief history of Milo, and the campaign vision. To reflect the 70s and Showa-era product design, I decided to include a person in the design to add more emotion and a sense of connection. This choice enhances the nostalgic feel and engages viewers on a personal level.

To further evoke a retro aesthetic, I added texture to the poster, giving it a vintage look that aligns with the overall theme. With the combination of these elements it creates a compelling visual narrative.