Type of applicant company

Brand

Country

China

Company Website

www.elmwood.com

Images

Brand of the Work

Milo

Designer Name

Shawn Xi; Jacky Yang

Position of Designer

Mid Designer

Target Consumer

White Collar aged 18-35

Distribution Channels

E-commerce; Supermarket & CVS

Positioning

Mass Production

Design Story

With over 40 years of history and sold in over 40 countries globally,
Milo is identified with nutrition, energy and success, using sport as a metaphor for life-long success targeting moms and kids.
For it's relaunch in China, how were we going to turn it into a trendy and cool brand that resonates and grow awareness with the Gen-Z of China, focusing on the malty taste that provides just the right energy boost to keep one active?

China's Gen-Z adults are getting more health- conscious. However, they're not willing to compromise taste appeal, and always on the hunt for something delicious, wholesome yet healthy for their recharge moments throughout the day.

Leveraging the historical Milo 'halo' shape, our design breathed new (youthful) meaning into it, and what we now call the Awesome Aura. This amplified the iconicity of the shape, while building resonance and stickiness with our TA.

Highlights

Leveraging the historical Milo 'halo' shape, our design breathed new (youthful) meaning into it, and what we now call the Awesome Aura. This amplified the iconicity of the shape, while building resonance and stickiness with our TA.

Market Performance

Available in over 20,000 stores nationwide, including CVS such as 7-11 and Lawson, as well as local convenience stores like Meiyijia. Ranked as the top 1 beverage category on Tmall surpassing Ahuatian.

Material（For concept works, please choose the material you plan to use）

PET material

Craft

By embracing sustainability and utilizing the existing mold—its curvature and structure—the brand's impact and dynamism are both expressed and maximized.