NESTLÉ INDIA - A+
IDENTITY AND PACKAGING FOR A NEW PRODUCT FORMAT BY INDIA'S MOST FAMOUS F&B BRAND.  

Good makes Good

Due to convenience,UHT milk is the fastest growing milk format in India but it is also the most expensive. Due to this the category remains small. Nestlé believe that it’s worth it due to the quality of their supply chain, but were struggling to convince consumers. Our brief was to create an identity that would both introduce the range, and work across a diverse range of products.

We took every opportunity – typography, imagery, messaging – to show the quality of the product. 

Using a bespoke typeface infused with subtle dairy cues, we created a simple, bold identity for the a+ brand. 

The front of pack focuses on the associated goodness of milk, rather than the product itself. A darker, more contemporary blue was selected to increase shelf standout. 

The 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 brand is now being rolled out across the rest of the Dairy product range beginning with a+ Dahi.

Anecdotally the effects have been astonishing from dramatic increases in shelf space allocation, to retailers using the BOP face forward as in-store point of sale.

Agency : FITCH_Mumbai