FutureBrand | Aptamil


Futureproofing a market leader

Aptamil is the number 1 global brand in infant formula. For 40 years, they have been pioneering breast milk research to understand how it supports a baby’s development and immune system.

The Challenge

Whilst Aptamil is well established throughout the world, the brand faced a challenge in differentiation with their competition copying both their brand story and key visual cues.

Aptamil needed to reinforce and re-energize their leading position as the past, present and future brand for millennial parents. FutureBrand met this challenge with a renewed global visual identity.

The Solution

Reveal a new brand purpose - The new identity transforms the brand promise into a design reality, showing the way towards a brighter future. Behind this new design lies an emotional story embodying the brand’s positive vision on the future.

Strengthening Aptamil's key brand assets - The new packaging reinforces Aptamil’s core assets in one unified brand that they can use to amplify their story and futureproof their brand.

Connecting with millennial parents - The new brand universe reinforces Aptamil's relationship and new story for millennial parents in a more engaging and contemporary way by reaching an ideal balance between science and emotion.

Building a new world - The new visual identity is able to amplify the impact of the brand beyond the packaging, offering stronger brand recognition and differentiation along the consumer journey.