Pack View: Milka Hazelnut Chocolate

Dhavanshi Shah
Art director, De Icebreaker Creative Studio

Milka's Hazelnut Chocolate features easy-to-tear packaging, enhancing the consumer experience. The matte finish of the material adds a premium feel, ensuring the packaging stands out on the shelf. The design is appealing and minimal, effectively highlighting the brand and product. The fun typography adds a playful element, making it visually attractive and engaging.

However, it lacks a compelling concept or story, which could further engage consumers and create a stronger brand connection. Incorporating a narrative or thematic element into the design could elevate the packaging, making it not just visually appealing but also emotionally resonant, enriching the overall consumer experience.

Subodh Borkar
Manager, packaging and procurement, The Mend Packaging

The packaging for Milka's product prominently features the brand's distinctive purple colour,  is strongly associated with the brand. This purple is contrasted with green accents,  creating an eye-catching visual effect. The Milka logo is displayed conspicuously to ensure  strong brand recognition. Additionally, the visual representation of chocolate chunks and  hazelnuts clearly convey the flavour variation. The inclusion of the Milka cow mascot adds a charming touch and reinforces brand identity.

The product name ‘Haselnuss’ (Hazelnut) is prominently displayed, making it easy for  customers to identify the flavour. The packaging also features certificates such as the ‘Rainforest Alliance Certified’ emblem, showcasing the brand's commitment to sustainable sourcing. Nutritional information, including a table of values and an ingredient list, is provided on the back of the package, offering transparency for health-conscious consumers.

The packaging utilises a flexible film, possibly BOPP (polypropylene), commonly used for  chocolate bars. This material acts as a barrier against impurities and moisture, helping to  preserve the product's freshness. The sealed edge on the box ensures the chocolate  remains fresh until it is unwrapped. Adding a tear-notch could improve the ease of opening the package.