Packaging Design
2017
Milka Selections
A limited-edition packaging concept bringing iconic Asian flavours into the Milka universe.
Client
Milka
scope
Packaging Design
year
2017
duration
3 weeks
Overview
The brief.
Milka Selections is a conceptual packaging project that explores how Milka could expand its familiar chocolate range through a limited-edition collection inspired by distinctive flavours from across Asia. Each edition takes a different flavour as its starting point, bringing a new cultural influence into the recognisable world of the brand. The project focused on creating a packaging system that could introduce this variety without losing Milka’s established identity. The aim was to balance familiarity and discovery — keeping the collection unmistakably Milka while giving each flavour its own visual personality and making the full range feel connected.
The Challenge
New flavours, familiar territory.
Milka has a deeply recognisable visual identity, leaving little room for change without losing what makes the brand familiar. The challenge was to introduce flavours inspired by different Asian cultures while giving each edition its own character — without making the collection feel disconnected from the Milka universe.
the solution
A journey through flavour.
The collection uses each flavour as the starting point for its own visual world, combining ingredients, colour and culturally inspired graphic elements within a consistent packaging system. Milka’s core brand codes remain present throughout, creating a range that feels varied and exploratory while still belonging unmistakably to the same family.
