When the Milo brand was created in 1934, its name was chosen as a tribute to one of Ancient Greece’s most famous athletes. From the beginning, an emphasis has been on the nutrient rich benefits the chocolate powder provides and its necessity in the lives of young children and high-performing sportsmen. Following the powder’s international release, it rapidly received success in Malaysia, the Philippines and Indonesia. However, because this vast success all happened so rapidly, Milo adapted itself to local tastes and consumptions. Consequently, their brand identity followed the same pattern and a lack of consistency quickly developed across their various brand materials.
CBA were chosen to aid Milo make the evolutionary step of creating a Masterbrand that drew the collective together. The objective was to establish a unified and powerful visual identity.
Engagement with sport has been an integral part of Milo’s philosophy since the brand's beginning. In light of this, the brand vision was re-shaped until the concept of ‘Crossing the winning line’ was set on. The entire brand identity (graphics, photograph and icon) illustrated this new vision across all mediums of advertisement.
The logo was re-drawn. However, the biggest change was the photographic style that transcended the entire brand. Athletes were depicted engaged in impressive and technical movements to convey to the consumer that they had only been able to achieve these feats of physical endeavour aided by the ‘liquid energy’ Milo.