Unlike the majority of our projects this one is a little different and adds a lot more incentive. Not only are we working on a packaging design project for our class where we are required to refresh an iconic piece of Australian packaging but we'll also be entering out product in a contest run by Cormack Packaging with not only a cash prize but also the possibility of valuable work experience.
The first week of the project required the submission of multiple concepts along with a report outlining the history of our chosen packaging and the manufacturing methods which are currently utilised.
Since 1934, Milo has long been a household favourite when it comes to nutritional drinks. First developed in Sydney in the 1930’s, Milo was formulated to provide children with enough nutrients for their daily diet during the great depression. Thomas Mayne realised that the economic climate of the times was resulting in many children falling ill due to their lack of a healthy and affordable diet. For this reason he used his knowledge of cocoa and milk to develop the beverage which could be used as a dietary supplement for children.
Over the many decades in which Milo has been manufactured and sold, its packaging has always remained very similar throughout the world even though it’s undergone a variety of redesigns. The 1930’s introduction of Milo saw it packaged in a metal tin with a paper label attached to the outside of the container. The purpose of this design being nothing more than functionality and simplicity, as the rounded tin was easy to produce in large quantities while the chosen material allowed for the Milo inside to be kept fresh and dry over a long period of time.
The first redesign of the Milo packaging saw little to no chance in the manufacturing methods that were being utilised and the majority of the branding stayed the same. The original packaging from the 1930’s had been wrapped in a pale brown paper label, simply used to state what Milo what and what purpose it served. Its first redesign however began something, which would stick with the product for many decades to come. So far so that it’s extends to the present day. At this point, Nestle introduced the green colour scheme now commonly associated with Milo. Although the green introduced back then isn’t quite the same as what is used today, it was the beginning and also heralded the introduction of the now common Milo logo which has stuck with the brand ever since.
A later redesign of the Milo labeling resulted in the colour being slightly changed to give of a more vibrant and more energetic image. As Milos initial market existed because of the Great Depression, it wasn’t necessarily a sustainable one and as the market began to pick up, Nestle saw the need to rebrand Milo in an attempt to continue increasing sales and continue creating a need for their product. The most recent branding of the product involved and still continues to involve sports. Milo is sold as a high, energy product, which, promotes active behavior, and for this reason is marketed and endorsed by many Australian sports players as well as sports players in other countries where Milo is also now sold.
Over the many decades in which Milo has been manufactured and sold, its packaging has always remained very similar throughout the world even though it’s undergone a variety of redesigns. The 1930’s introduction of Milo saw it packaged in a metal tin with a paper label attached to the outside of the container. The purpose of this design being nothing more than functionality and simplicity, as the rounded tin was easy to produce in large quantities while the chosen material allowed for the Milo inside to be kept fresh and dry over a long period of time.
The first redesign of the Milo packaging saw little to no chance in the manufacturing methods that were being utilised and the majority of the branding stayed the same. The original packaging from the 1930’s had been wrapped in a pale brown paper label, simply used to state what Milo what and what purpose it served. Its first redesign however began something, which would stick with the product for many decades to come. So far so that it’s extends to the present day. At this point, Nestle introduced the green colour scheme now commonly associated with Milo. Although the green introduced back then isn’t quite the same as what is used today, it was the beginning and also heralded the introduction of the now common Milo logo which has stuck with the brand ever since.
A later redesign of the Milo labeling resulted in the colour being slightly changed to give of a more vibrant and more energetic image. As Milos initial market existed because of the Great Depression, it wasn’t necessarily a sustainable one and as the market began to pick up, Nestle saw the need to rebrand Milo in an attempt to continue increasing sales and continue creating a need for their product. The most recent branding of the product involved and still continues to involve sports. Milo is sold as a high, energy product, which, promotes active behavior, and for this reason is marketed and endorsed by many Australian sports players as well as sports players in other countries where Milo is also now sold.
While Nestle sells Milo with this sporting image and advertises it as something which will give kids more energy for school, sports or other activities it’s largely a drink which can only be enjoyed in the comfort of the consumers own home. While at times, variations of the Milo product have existed in the form of Snack Bars, Pre-Mixed Drinks, Cereals and Ice Creams, none of these have seen the success of the original, mix it yourself Milo sold in a large can.
The original Milo tin, just like the Milo tins of today was manufactured in much the same way. The tin itself begins as a sheet of Aluminium, which is pulled and rolled in order to form one long cylindrical shape for the Milo to be transported in. Once formed, the cylinder is cut into individual sections and from there is closed on one end with both a stamped Aluminium top and a layer of Aluminium foil to prevent and air and moisture getting to the Milo. Once one end of the tin is covered and sealed, the Milo is poured in from the open bottom end and swiftly sealed to lock in the freshness. Just like the top of the tin, the bottom is sealed with a pressed piece of Aluminium with a small amount of rippling to increase its strength. The next and final step before transportation to stores is to add the label to the outside of the tin. The label is simple a printed piece of paper which is attached to the outside of the tin with a small amount of glue used to keep it in place.
The original Milo tin, just like the Milo tins of today was manufactured in much the same way. The tin itself begins as a sheet of Aluminium, which is pulled and rolled in order to form one long cylindrical shape for the Milo to be transported in. Once formed, the cylinder is cut into individual sections and from there is closed on one end with both a stamped Aluminium top and a layer of Aluminium foil to prevent and air and moisture getting to the Milo. Once one end of the tin is covered and sealed, the Milo is poured in from the open bottom end and swiftly sealed to lock in the freshness. Just like the top of the tin, the bottom is sealed with a pressed piece of Aluminium with a small amount of rippling to increase its strength. The next and final step before transportation to stores is to add the label to the outside of the tin. The label is simple a printed piece of paper which is attached to the outside of the tin with a small amount of glue used to keep it in place.
For a short period of time, Nestle introduced a plastic lid for its Milo tins as a replacement for the usual Aluminium lid. Rather than popping in to a hole made in the top of the tin, the plastic cap enveloped the entire top end and clipped over the rim on the side of the tin. The plastic lid didn’t last for a very long time however as unlike it’s Aluminium ancestor, it allowed for air and moisture to leak in more readily and resulted in the Milo reaching it’s used by date sooner. After this period, Nestle moved back to using the Aluminium lid on its Milo tins.
In some countries and at one point in Australia, Milo was sold in a pre-mixed form in Polyethylene bottles. It was introduced as a competitor to other chocolate milks and Iced Coffees on the market however didn’t see as much market success due to it’s lack of similarities to the original Milo in powdered form. While the product still tasted like Milo, it offered no difference in taste whereas Milo from the tin allows the consumer to choose how they want their drink to be created.
Nestle also introduced Milo snack bars and Milo breakfast cereal in order to expand its product line. The packaging for the snack bar was manufactured using similar methods to all chocolate bars with a VFFS system and foil like material being used to seal the bars until they were purchased and consumed. The breakfast cereal, much like the snack bar used common manufacturing methods too in that it was packaged in a plastic, heat-sealed bag inside a folded cardboard box.
Although Milo has been around for many decades now and has always been a popular product for home use, it’s never been able to move too far outside of the home. The introduction of the snack bar versions and the pre-mixed drinks was an attempt but not quite as successful as the mix at home version of the drink. The homemade Milo allows for the customisation that the other variants lack. Afterall, Milo is all about how the consumer likes it. And since every consumer is different, every glass of Milo needs to be different.
In some countries and at one point in Australia, Milo was sold in a pre-mixed form in Polyethylene bottles. It was introduced as a competitor to other chocolate milks and Iced Coffees on the market however didn’t see as much market success due to it’s lack of similarities to the original Milo in powdered form. While the product still tasted like Milo, it offered no difference in taste whereas Milo from the tin allows the consumer to choose how they want their drink to be created.
Nestle also introduced Milo snack bars and Milo breakfast cereal in order to expand its product line. The packaging for the snack bar was manufactured using similar methods to all chocolate bars with a VFFS system and foil like material being used to seal the bars until they were purchased and consumed. The breakfast cereal, much like the snack bar used common manufacturing methods too in that it was packaged in a plastic, heat-sealed bag inside a folded cardboard box.
Although Milo has been around for many decades now and has always been a popular product for home use, it’s never been able to move too far outside of the home. The introduction of the snack bar versions and the pre-mixed drinks was an attempt but not quite as successful as the mix at home version of the drink. The homemade Milo allows for the customisation that the other variants lack. Afterall, Milo is all about how the consumer likes it. And since every consumer is different, every glass of Milo needs to be different.
Below are some of the concepts I presented in an attempt to both make Milo more accessible on the go and also to reduce the amount of air being transported in the large tin cans.
