CHI Hollandia, a leading milk and dairy brand of Nigeria had a fantastic idea!
In Nigeria, malted drinks are pretty popular. The process of making a malted drink has largely remained true
to tradition, and cumbersome; i.e churning it in the kitchens of a regular home.
So, every now and then, the thought of running through the steps of this traditional process has deterred Nigerians from
indulging into one of their favorite drinks.
CHI Hollandia decided to cut-short this process and present malted drink to Nigerians as an easy-to-indulge, sip-on-the-go drink. They even added milk and chocolate to make this a yummy power drink.
The Challenge
UNDERSTANDING THE PRODUCT
Various names like Hollandia Nutrien, Hollandia QuickSips were explored before freezing on Hollandia Chocomalt 3-in-1. The product has Chocolate, Malt and Milk - hence the 3 in 1. This is also a quick drink which saves the time and effort of preparing malted milk in your kitchen. The design look and feel needed to capture both these aspects - 'nutrition' and 'time-saving.' Suitably positioned as "Instant Nutrition" product, the challenge was to craft a look and feel that conveys the positioning clearly and impactfully.
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KEY MESSAGE DECODING
ENKI Understanding
Quick drinks or on-the-go drinks are favored by youth in Nigeria. A chocolate flavored malted milk seemed to fit snugly into the need space of this demographic.
The youth are impatient. They like things to be quick. They hate waiting. But they also loathe compromising. Their high standards make them expect superior quality experience in absolutely no time.
Hollandia Chocomalt 3-in-1 is a product crafted for this space:
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An Instant Drink For The Instant Generation!
The Exploration
OPTION 01
THE FAST DRINK
OPTION 02
SERVED TO DRINK
OPTION 03
THE NOW GENERATION
The ENKI Moment
The idea of a design showcasing a conversation struck a chord. Symbolism of instant messaging, popular amidst the NOW GENERATION across the world, was used to convey the message of instant-ness. Social savyness of the instant generation became the inspiration to create the brand architecture.
So we explored some more
EXPLORATIONS WITHIN APPROVED ROUTE
Second ENKI Moment
THE BACK-OF-PACK STORY
To reinforce the 'instant' feature of Chocomalt, we decided to use the space on the back-of-pack to highlight the difference between the traditional way of having a malted drink and sipping on this instant drink.
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THE FINAL OUTPUT
