We looked at the existing logo, assets and packaging and saw an opportunity to take the ready-to-drink category to the next level. The brand needed to go beyond a simple styling update of the old, still maintaining the bold yellow, iconic 'quiky' rabbit character that kids, teens and adults know and love. Beginning with the logo and leveraging the brand personality, the brief was to create an extendable language that can drive engagement and be more relatable to the generations looking for a brand to deliver both nutrition and fun.
Beginning with the core elements — name, rabbit, product identifier, the iconic silhouettes are created as a foundation juxtaposed to the simplified Nesquik logo. For engagement of the product benefits an extendable, adaptable and dynamic illustration language was created to mimic the doodles that the target audience and 'quicky' character would create, relative to the nutritious values of the drink.
We saw a uptake with engagement on the business results and our social and advertising saw engagement receive a dramatic uplift across all channels. the activation across the convenience stores leveraged our crisp, bold and consistent design language driving retailer and consumer excitement.