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Nesquik Bunny Quiky Reimagined for Brand Expansion

Facing competition in the RTD category, Nestle updates its Nesquik packaging with a more mature bunny mascot to emphasize its nutritional value for all ages.

Nesquik packaging
Nesquick packaging AFTER the redesign

Nesquik was first introduced as a chocolate powder mix in 1948, with the ready-to-drink formula following in 1983. Its famous bunny brand mascot, Quiky, made his television debut in 1973 and since then has played a big role in making chocolate milk synonynous with Nestlé . Recent competitive pressures in the RTD category, including the rise of coffee, energy, and other protein drinks, drove Nestlé to decide that the youth-focused brand design for Nesquik needed a change. Chase Design Group, with the Nestlé Design team, was challenged to update the Nesquik packging to help the brand gain relevance within an expanded set of RTD beverages primarily sold in convenience stores.

Nesquik packagingNesquik packaging BEFORE the redesignOver the years, Nesquik has evolved from being a treat for lunchboxes, or a nostalgic snack for adults, into a purposeful nourishing beverage for all ages. A refreshed brand purpose and product segmentation strategy allows for expansion within the category.

Says Nick Leebert, Associate Creative Director, Chase Design Group, “We were asked to modernize Nesquik in a way that captures the energy and spirit of the brand, while not feeling childish. That required communicating the evolution of the brand and its core values of positivity and optimism, while also creating greater segmentation among its offerings.”

Design team uses simplification strategy

The design team identified key brand assets: Quiky as the brand icon, the core yellow/blue color combination, and the character of the logo. To make the brand presence more unique and stand out on shelf, they applied a simplification strategy that focused on Quiky and the color yellow.

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