Project Type: Produced, Commercial
Packaging Content: Chocolate snacks
Milka Chocolate Debuts New Identity & Refined Look for Global Brand Refresh
Partnered with LPK, the Alpine chocolate brand evolves its identity to tell a stronger story at shelf
Mondelēz International’s chocolate brand, Milka, is unveiling a new identity, reflected in the updated look and feel of its core product range. Developed by brand and innovation consultancy LPK, the transformation aims to better convey the Alpine heritage of the brand and shift toward a richer, more natural flavor experience. The brandmark is softened with a “splash” to dot the ‘i,’ while the emblematic lilac cow gains prominence, thanks to a simplified yet graphical Alpine landscape.
“For many years, Milka has been associated in consumers’ minds with tender moments and the unique, melting taste of chocolate made with Alpine Milk,” explains Karine Chik, Marketing Director, Chocolate Europe at Mondelēz International. “We’re always working on how to convey that narrative to chocolate lovers in new and innovative ways. This initiative has achieved that and represents the latest chapter in a rich and successful story of growth for the Milka brand.”
Swapping the long-used glossy substrate for a matte, velvet-like texture, the new packaging mimics the product’s high quality and focus on more natural ingredients. In addition, the Milka cow now faces toward the mountains and an overall edit simplifies the pack, focusing on the core product story: “tenderness is inside.”
“LPK has long partnered with Milka on the strategic evolution of its brand on a global scale,” says Amy Steinmetz, VP, Managing Director, of LPK Europe. “This refresh is a defining moment for Milka: it’s forging a more direct connection with the consumer and celebrating the brand’s unique story in a way we’ve never seen.”
The redesigned Milka range is now available on shelves throughout Europe with plans to roll out globally.