Aptamil Essensis

The ultimate in Infant Milk Formula

An increase in consumers’ understanding of early life nutrition was driving premiumisation in Infant Milk Formula in China, Danone’s second largest market, with parents looking for products based on the most advanced scientific insights.

Danone Nutricia wanted to create a new ultra-premium IMF range, based on their latest scientific advancements, and they developed two new products: one, rich in HMOs, and the other, an organic A2 protein milk. But Danone needed to disrupt the category to get parents’ attention, whilst remaining true to the Aptamil brand.

Using our HWA™ model we assessed which of Aptamil’s brand assets were hard working and should be retained in the new range, and which new assets needed to be created. With a rich, jewel like colour palette, that was a breakthrough for the category, the Aptamil Essensis identity in gold, and distinctive visual cues for the brand’s precious milk droplet, we created an ultra-premium visual resonance.

The new Aptamil Essensis range identity and core assets empower Aptamil’s ultra-premium perception across multiple channels and different touch points.

The Essensis range enables the Aptamil brand to attract new consumers and is a strong platform for future NPD.