NESTLÉ A+
MAGNIFICENT MILK MAGIC



Milk has a strong hold on the Indian diet. Whether during breakfast, lunch or dinner—there is always some form of dairy product on the table. While these are the makings of a lucrative category, the problem is that milk is usually locally sourced with its various forms self-prepared at home. This means that for most, milk is a low cost commodity and not something that is actively sought out to buy.

To help Nestlé prosper in this space, FITCH created an independent, dairy-focused brand called A+ that justifies the value it adds to milk.



The first product under the A+ brand was a UHT milk offering. We developed packaging that looks unlike anything else in the market, using a refreshingly clean and modern visual identity. The back of pack story communicates our milk’s stringent quality checks as a proof point against adulteration.

On the success of its first product, A+ launched a host of new dairy offerings, designed by FITCH.




A+ Dahi and Raita: Dahi (yogurt)and Raita (yogurt mixed with spices) are dishes traditionally self-made, not bought. We helped reframe the conversation by introducing A+ Dahi as the perfect solution for time constrained Indians, and A+ Raita as a ‘wellness forward’ option for the nutrition conscious.



A+ Mishiti Doi: Our packaging brings to life this yogurt-based dessert’s origins. The visual language borrows elements from iconic Indian imagery, using provenance to cue authenticity and harnesses nostalgia as the reason to buy.



A+ Greyko: As one of India’s first tastes of Greek Yoghurt, each flavour variant uses tantalising fruit imagery on pack to tempt people to enjoy a delicious blend of health and indulgence.

With its ever growing portfolio as clear proof, Nestlé A+ is a powerful display of results from the close partnership and collaboration between Nestlé India and FITCH.

Experience by: FITCH India


The expertise of LANDOR & FITCH APAC.

Bangkok | Beijing| Guangzhou | Hong Kong | Jakarta | Melbourne | Mumbai | Seoul | Shanghai | Singapore | Sydney| Tokyo


︎  ︎  ︎  ︎

GET IN TOUCH


© 1996-2021 LANDOR & FITCH.
All rights reserved. LANDOR & FITCH are part of WPP.
Mark