Thomas Mayne from Nestlé Australia
created the brand Milo in 1934, choosing the name Milo, in tribute to one of
ancient Greece’s most famous athletes. Combining his know-how of milk and
chocolate, he created a nutrient rich malted chocolate powder, designed for the
needs of growing children and sportsmen.
International success followed quickly, especially in Malaysia, Philippines and Indonesia, and Milo rapidly adapted itself to local tastes and consumption.
Management of the brand identity followed the same pattern, and led to a lack of brand consistency, which was a challenge for such a leading international brand.
CBA was chosen to help Milo make the evolution from a brand dominated by various product cues to a clearly defined « masterbrand », focused on a unified and powerful visual identity system.
Sports have been part of Milo’s DNA since its creation, and have been a key component of its marketing and communications strategy. The brand vision has been re-shaped to re-establish its position on this territory, summed up by the idea of: « Crossing the winning line ». The entire brand identity : graphic, photographic and iconographic system illustrate this new vision.
The brand logo has been redrawn in
order to clearly reflect the finishing line.
But the biggest change has been the dramatic new photographic style, which shows athletes, emblematic of the brand’s spirit, from a new angle: shown in profile their movements become more expressive of speed and vitality.
Their silhouettes transform themselves into liquid movement, visually connecting the benefits of the product and the performance of the athlete.
Harmonised and galvanised, the brand has now left behind a generic language of sports and conveys at a glance the « liquid energy » it provides to its consumers.