Growing a classic
At the heart of Horlicks are brand values that speak to all mothers around Asia: warm, nurturing, expert and caring.
GSK Malaysia presented us with a big challenge: reinvigorate Horlicks’ packaging, make its “nutrition assured” positioning more relevant and give the brand a platform from which to launch new products without compromising its classic status.
We gave Horlicks a more dynamic vertical brandmark, introduced a lively new colour palette, and supported this with meaningful illustration and photography. We also designed a motivating new icon, GrowRite, that brings the product’s benefits to the fore in a way that Horlicks has now made its own.