Nestlé hopes to drive relevance of Polo mints with brand refresh
Nestlé has introduced new packaging and a brand refresh for its Polo mint brand to drive relevance among a younger audience while retaining existing customers.
The food and drink giant worked with Taxi Studio on the update to help make the brand’s packaging "as iconic as the mint with the hole itself". The agency simplified and contemporised the design to deliver a modern look with a bolder new system.
Jonathan Turner-Rogers, associate creative director at Taxi Studio said: “Creating an all white brandmark visually simplified the design to give greater stand out while keeping the iconic mint at the heart of the brand. The strong yet simple architecture enables the POLO brand to remain consistent regardless of flavour variant to create an impactful brand blocking effect.”
Packs will be available in stores throughout the UK later this month and Taxi Studio will continue to work with Polo to activate the brand off pack.