Ovomaltine Redesign

Embracing the brand’s distinctive character

Ovomaltine is not a brand defined by smooth perfection. Its character lies in its rough edges, its unmistakable crunchiness and its Swiss heritage.

The relaunch set out to celebrate these qualities more prominently. The product itself took centre stage as an experience: its texture, its individuality and everything that makes Ovomaltine unmistakable.

Because a strong brand identity is about more than a logo or colours. It must also come to life on the packaging – through the way the product is presented and its personality expressed.

Our approach

The iconic design provided the starting point for the brand’s evolution. The aim was to preserve the familiar Ovo world while giving its defining characteristics a more distinctive presence.

The challenge also involved integrating new packaging requirements into the brand world. The surface was given a matt finish to make the brand’s sustainability ambitions tangible through the material itself. At the same time, the vibrant, characteristic colours had to retain their full impact. Achieving this required careful coordination of material and colour.

Another objective was to create a consistent brand world across the DACH markets. Despite sharing a common language, Germany, Austria and Switzerland differ in their cultural perceptions, consumer habits and packaging requirements. Different materials, recycling requirements and market conditions therefore all had to be taken into account.

The relaunch brings together the continuity of an iconic brand and a contemporary presentation. Ovomaltine remains unmistakably Ovo – with all its distinctive character intact.