Milkita

PT. United Family is Indonesia’s leading food, beverage, and confectionery corporation. Throughout the years, Unifam has built their business on the credence that a healthy lifestyle begins with good nutrition. The project main goal is to redesign on their prominent confectionery brands, Milkita. As the brand grows and expands, they encounter some challenges, specifically in applying the brand positioning into the packaging deliverable.

The Challenges

The Milkita project has several challenges in maintaining their equity in the market; inconsistent packaging design application extending across different market and products. Not only the products are available in the Modern Trade (MT) and General Trade (GT) but also in the export market. The distribution leads the packaging to meet inconsistency on various channels. The current packaging has complex design elements and the brand message does not translate smoothly into the deliverables due to conflicting elements.

Our Solution

Brandkraft offers solutions for Mikita to establish a more consistent and impactful packaging application to push the brand’s presence in the market. Our first step is to observe and analyze the market landscape and find benchmarks to obtain insights on how to best approach the redesign project. Our solution overall establishes a consistent approach on the brand.