Nestlé Sensations
Bringing joy to the flavored milks category.
Challenge
The flavored milk space is a billion dollar category with a solid 3 year growth rate, lead by the explosion of protein and indulgent Ready-to-Drink beverages. The challenge was to create a crave-able brand for a new line of Nestlé Sensations branded and co-branded indulgent beverages that breaks through the cluttered shelf and communicates clearly what the product is.
Solution
For the Nestlé Sensations brand we developed a range of attributes that communicated delight, indulgence, nostalgia and sensorial experiences, all wrapped up with the rewarding benefit of joyfulness that one gets from eating their favorite dessert or drinking their favorite beverage. There’s no better way to communicate joy than that of a smile. It’s a universal symbol for happiness and joy. The Sensations logotype is custom designed to telegraphically communicate the shape of a smile.
We worked closely with the Nestlé team to strike the perfect balance: making sure the co-brand was the main design feature on front of pack but it was clear that this product is made by the Nestlé Sensations brand, thus qualifying the equity Nestlé plays in the dairy/milk category.
Results
Nestlé Sensations launched its first product at the beginning of 2021 with the co-branded Cinnamon Toast Crunch Cinnamilk. The launch has been well received nationwide at Walmart and several C-store outlets and it’s been hard to keep up with inventory.
Logotype design: Greg Lindy / Lux Typo