Independent agency BrandSociety has partnered with Twinings Ovaltine, to reimagine Ovaltine’s visual brand identity across Australia and New Zealand.
BrandSociety was tasked with translating Ovaltine’s evolved brand strategy into a distinctive and contemporary visual identity, building on the brand’s strong nostalgic recognition while creating greater relevance and impact within today’s retail environment.
“Ovaltine is one of those rare brands with an extraordinary amount of affection and memory already built around it. We wanted to respect the familiarity people already have with Ovaltine while giving the brand a renewed sense of energy, playfulness and relevance. The Ovalteenies characters gave us an incredibly rich and authentic asset to work with, becoming a natural way to bring the spirit of unstructured play to life. Together with Ovaltine’s distinctive choc malt credentials, they helped us create a brand world that feels unmistakably Ovaltine, but ready for its next chapter,” said BrandSociety founder and strategic director Nina Kelly.
BrandSociety brought the idea to life through a brand world that celebrates imagination, curiosity, connection and the freedom for kids to simply be kids. The new identity draws on Ovaltine’s rich heritage and existing memory structures to create an expression that feels both recognisable and relevant to families today.
“BrandSociety partnered with us to uncover the nuanced foundations of Ovaltine’s existing brand memory structures. Leveraging their expertise in pack design, semiotics and shopper navigation, they developed a new suite of distinctive brand assets and packaging designs that represents a step-change in the Ovaltine experience. Thank you for your passion, collaboration and outstanding craftsmanship throughout this journey,” said Ovaltine & Jarrah consumer experience director Danielle Ierodiaconou
At the heart of the new identity are the Ovalteenies characters. Reimagined as more than a nostalgic secondary asset, they become a central part of the Ovaltine visual world.
The transformation includes a redesigned Ovaltine brandmark, new visual identity and brand world, a comprehensive Ovalteenies character system, unified portfolio architecture and a flexible packaging system spanning powder and confectionery.
Credits:
Client: Twinings Ovaltine / Associated British Foods
Brand: Ovaltine / Ovalteenies
Agency: BrandSociety
Founder & Strategic Director: Nina Kelly
Creative Director: David Adlington
Head of Brand & Insights: Libby Mukhi
Account Directors: Mylene Czorny & Clement Matton
Design Director: Hieu Trieu
Designer: Sharon Lee
Illustration: Watermark Creative
