Project Background
In the past two years, ‘rich milk latte’ has been quite a hit in China, it is mixed coffee with rich milk (condensed milk + coffee in a good balance proportion) In response to the growing demand of consumers for DIY drinks at home. To catch this trend, Nestlé decided to launch a new product – ‘rich milk” to the market.

Design inspiration and solution
Our task was to interpret the rich and mellow taste via appealing key visual while linking back to the brand, while at the same time, enriching the naturalness of this brand, so as to attract young consumers.

We started from the Nestlé Logo to flow our design. Wrapped the Logo with a thick milky texture, and let the milk flow down to the large coffee cup in the center. The shape of the milk texture were created cloud-like, and was against the background of the blue sky, bringing a much cloud-like soft and silky taste association.
Also, we introduced an illustration of the ranch scene below, with the overall fresh and lively tone to balance the milky thick texture. This helped to avoid any negative association of “thickness”, like high calories or high sweetness.etc.

By using this young and bold visual identity, consumers can easily recognize the brand, and understand the role of this product – a natural and cute coffee-partner. The design was self explaining, has a strong visual block on shelf, and helped further strengthening nutritional expert positioning of the Nestlé Dairy category.