Nesquik was first introduced as a chocolate powder mix in 1948, while the ready-to-drink formula followed in 1983. Its famous bunny brand mascot, Quiky, made his tv debut in 1973, and has been a key to making chocolate milk synonymous with Nestlé. But recent competitive pressures in the Ready-to-Drink (RTD) category drove Nestlé to seek a branding change. Chase Design Group, working alongside the Nestlé Design team, was challenged to help the brand gain relevance within an expanded set of RTD beverages primarily sold in convenience stores.
To make the brand presence more unique and stand out on shelf the design team applied a simplification strategy that focused on the Quiky character and emphasized the color yellow.
Quiky was transformed into an iconic asset using a defined silhouette that still maintained the whimsical nature of the character. Defining Quiky to a limited number of iconic poses for brand recognition also made him easier to apply consistently on and off the packaging. Logo simplification was accomplished with optimized letterforms, while the bold yellow was emphasized. Clarified color coding distinguishes the five core flavored milk selections, while the three Protein Power offerings are identified with a banner across the middle of the bottle and a different communication hierarchy.
“The Chase Design Group team helped us evolve Nesquik into a bold, brave and modern challenger brand that will increase its appeal to consumers of all ages and accelerate our RTD brand growth,” says Neil Sadler, Head of Design USA, Nestlé.