Milk powder is not a common product in Western countries, unlike in Asian markets where it is gaining popularity for various uses. Danish brand Them 1888 has launched its powdered milk product Grow Up to cater to this demand, with a unique design by the agency Simply. The brand takes its name from the small town of Them in Denmark and the year 1888 when it was established. The milk used in the product comes from local organic cows in central Jutland, Denmark.
The design team at Simply focused on creating a brand that would stand out in the Asian market, which typically features more clinical-looking milk powder brands. They wanted Grow Up to have a different style and format, emphasizing its Danish origins and unique selling point of being made from Danish Milk. The packaging, which includes sachets in a box, was designed to give the product a premium and elevated feel.
One key feature of the packaging is an interactive element where lifting the lid of the box empties a glass of milk and makes a child grow taller, appealing to children. Although the design was more complex and costly, Them 1888 was committed to creating something unique and valuable. They even suggested having two versions of the product with different illustrations of a girl and a boy.
Simply chose to use illustrations, softer colors, and neat graphics for Grow Up, going against the trend of using photos and metallic colors like competitors. This design approach was influenced by vintage food brands in Denmark, giving Grow Up a timeless and classic look.