2023 | Professional

MUSE Design Awards Silver Winner

Nestlé Eagle condensed milk packaging design

Entrant Company

ShinyBay Design

Category

Packaging Design - Dairy, Spices, Oils, Sauces & Condiments

Client's Name

Nestlé (China) Ltd.

Country / Region

China

Project Background

Eagle condensed milk, a subsidiary of Nestlé, was founded in 1847. It has been deeply rooted with the image of "colorful, joyful, sweet, creative and delicious" for decades. As time being, the brand considered themself to be not attractive enough to modern young consumers. While taking the chance of launching new flavors (coconut and cheese flavors), it would be a great opportunity to re-set the brand image to be more younger, as well as expending to other usage scenarios.



The Challenge

After studying the brand in depth, we understood that the visual expression of the Eagle Logo brought a sense of tradition, which was a key visual assets of the brand, and the existing product line contained strong family look, which we also needed to maintain.

The challenge was: how to maintain the visual assets of a century-old brand, while at the same time encouraging and attracting new generation via an appealing key visual. It needed a good balance. And utilizeD this opportunity to bring the brand forward, to be more updated and younger.



Design inspiration and solution

To be inline with the brand personality of "colorful, joyful, sweet, creative and delicious" , also to push the brand to be more younger, we created a cute and bold coconut IP mascot to help resonate with consumers. The hand-drawn illustration style was carefully chosen, to create a young and relaxing atmosphere, while also to harmoniously fit with the existing traditional brand logo style.

To enrich this cute IP, while also to deliver a fresh and relaxing atmosphere, the whole setting of the scene was well considered, the coconut character wearing holiday suit, heart-shaped glasses, a Hawaiian flower attached to head, sipping a delicious coconut drink with a straw.

The background is blurred with watercolor brushstrokes to create a scene where the breeze blows over the coconut leaves.

 

This updated visual identity brought a new news for this long-established brand and attracted more younger consumers.

It also brought the brand forward to a new level.

Credits

Creative Director
Heven
Creative
Lisa
Creative
Nicole
Account Director
Arthur
Account
Junee
More Silver Winners
Architectural
2023
MUSE Design Awards - Star Encounter · Coffee Aesthetics House

Entrant Company

Baoshan Dianjian Construction Engineering Co., Ltd

Category

Architectural Design - Other Architectural Design

Interior
2023
MUSE Design Awards - The Womb of the City

Entrant Company

Seitaro Design, Inc.

Category

Interior Design - Installation

Interior
2023
MUSE Design Awards - Mellow

Entrant Company

Yincheng Interior Design

Category

Interior Design - Residential 

Architectural
2023
MUSE Design Awards - Zhongyang School & Shante Central Kindergarten · Shantou

Entrant Company

PT Architecture Design (Shenzhen) Co., Ltd.

Category

Architectural Design - Cultural