Ovomaltine

Ovo Time

Project

Ovo Time's design development

Year

2024

Services

Brand Strategy
Packaging Design

A little break. A whole lot of Ovo.

How do you create a new world of indulgence for Ovomaltine without losing the brand’s unmistakable character?

With Ovo Time, Ovomaltine enters the world of premium chocolate specialities. Designed to appeal to a younger audience, the concept creates moments of mindful indulgence in everyday life: a little break to slow down and savour the moment before moving on.

The challenge was to find the right balance between a new world of indulgence and the unmistakable essence of Ovo.

Indulgence with an Ovo twist

Ovo Time brings together two things that might not seem an obvious match at first: the refined character of a chocolate speciality and the distinctive, positive energy of Ovomaltine.

At its heart is the idea of taking time to enjoy the moment. A piece of chocolate to bite into, with a satisfying crunch and Ovo’s signature fine, crunchy texture. A little treat with coffee, in the afternoon or whenever you feel like indulging yourself.

Ovo Time keeps things refreshingly uncomplicated: no guilt, no special occasion needed – just a little pick-me-up in everyday life.

Our approach

The new design needed to establish Ovo Time as a speciality in its own right while making it instantly recognisable as part of the Ovomaltine family.

To achieve this, the familiar Ovo world was reinterpreted with a more distinctive, premium feel, a stronger focus on chocolate and indulgence, and a playful, contemporary tone of voice. At the same time, Ovomaltine’s signature colours and key brand codes were retained.

The result is packaging that stands out in the chocolate aisle from traditional pralines and chocolate products, while remaining unmistakably Ovo.

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