Sustainability Approach revolutionizes an Icon
Born as Nestlé QUIK back in 1948, Nesquik® evolved to become a global icon on families’ breakfast tables around the world. Nevertheless, an ever-increasing range of SKU extensions had diluted the brand’s core equity of fun & health. Also, the brand’s design was perceived to be lacking naturalness and authenticity by Millennials.
To reinvigorate Nesquik®, we deeply analyzed relevant cultural mega trends for the brand and translated them into design trends as we wanted to implement a more targeted approach to brand design. Furthermore, we assigned a clear role to the brand and each of its individual product ranges, staying focused on the goal of bringing fun to the health categories.
We set up a clear brand architecture which segments the brandportfolio according to the consumer needs. We contemporized the iconic Nesquik® design language in the brand’s core, translating this approach into different categories by defining unifiers and differentiators tailored to different target group preferences. According to the design trend "be open, honest and transparent", we not only talked about the origin and the naturality of the ingredients, but also highlighted the packaging's sustainability approach verbally and visually.
In addition, we managed to extend the brand into a teens target group whilst staying a true family brand.
The recyclable paper pouch is the first of its kind, one of our key initiatives towards providing more sustainable packaging across our product portfolio.