Landor Designs New Positioning for Milka Amavel

The new packaging design puts a visual accent on the product’s composition shown on the upper side of the package – the star of Landor’s design.

Oct 1 2011 --- The brand consulting and design firm Landor Associates has developed a new brand positioning for Amavel, an upper mainstream brand of Milka. The Amavel brand appeals especially to women who would like to treat themselves to a high-class chocolate experience during stress-free moments.

The Amavel assortment impresses with an extraordinary chocolate composition combined with a fantastic taste. The product’s gold element is its new constant feature, which is depicted on all Amavel packages and puts the product in the spotlight on the “stage” of shelves. The graphic structure of the gold elements is different with every type of Amavel chocolate, reflecting more of its individual texture.

Thomas Hergge, the Project Leader of the Amavel Marketing Team: “Because of Landor’s design our Amavel assortment obtained an individual, glamorous personality which stands out from Milka’s core assortment and emphasizes Amavel’s indulging character.

The new packaging design puts a visual accent on the product’s composition shown on the upper side of the package – the star of Landor’s design. The soft graphic elements strengthen the sensual and feminine image of Amavel and can also be transferred to any other brand communication tool for achieving a fully integrated brand performance.

“The new package design of Amavel awakes the feeling of the special indulging moments in life and captivates with gentle femininity. The Milka brand will be enriched with one premium facet”, says Alexandra Kontetzki, Senior Client Director at Landor Associates.

Milka Amavel will be available from the beginning of September with a new design on the German store shelves.