FutureBrand Says ‘Let’s Get Phygital’
NESQUIK has partnered with FutureBrand to deliver a modern brand identity intended to boost brand relevancy and enable growth into new audience segments. At the heart of the work is NESQUIK’s iconic mascot, Quicky, who has been reimagined for a digital future.
FutureBrand looked to the phygital (“physical digital”) world that the next generation play in for inspiration, drawing on cues from computer animation films and the gaming industry to bring contemporary relevance and longevity. This digital-first and motion-led Quicky still feels familiar and retains his buoyant sense of fun.
To support Quicky’s roll out, FutureBrand also created a new brand expression and a wider brand world in which he exists, speaking to the wide range of audiences who engage with the brand. These work together to create a cohesive brand experience, enriching “Quicky’s World.” Going beyond on-pack assets to focus on social media also enables NESQUIK to move towards being a truly digital-first brand that can speak more authentically to the growing teen market.
FutureBrand also created a bespoke typeface called NESQUIK Sans, with the aesthetic reflecting the playful personality. This personality was also the inspiration for the logo, with the animated milk splash bringing it to life in a digital-first world. The new packaging for NESQUIK is bold and has a presence on the shelf, with a simplified packaging design system promoting easy consumer navigation and allowing NESQUIK the opportunity to amplify its iconicity.
