Mio Design & Branding MIO by Landor New York

MIO

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Industry Water
Media Design & Branding
Market United States
Agency Landor New York
Designer Strom Strandell
Released June 2011

Credits & Description

Category: ii. Core FMCG
Advertiser: KRAFT FOODS
Product/Service: MIO WATER ENAHANCER
Agency: LANDOR ASSOCIATES
Design Director: Dale Doyle (Landor)
Design Director: Rahmin Eslami (Landor)
Senior Designer: Christoper Cullen (Landor)
Associate Client Director: Dave Ball (Landor)
Client Manager: Andrew Whitelaw (Landor)
Designer: Strom Strandell (Landor)
Senior Director/Design Realisation: Anne Reid (Landor)
Senior Technical Designer: Ed Sarge (Landor)
Production Artist: Dave Umbenhour (Landor)
Director Of Design/Innovation/Beverages: Peter Borowski (Kraft Foods)
Design Manager: Robin Page (Kraft Foods)
Media placement: Packaging - In Stores - June 1, 2011

Describe the brief from the client
Consumers were yearning for a simplified and smart meal solutions and robust new flavour combinations. Enter Mio, a flavoured water enhancer product meant to target young Millennials who are looking for a more customised experience when it comes to the taste of their food and beverages.

Describe the challenges and key objectives
The design needed to be bold and contemporary to appeal to Millennial consumers.

Describe how you arrived at the final design
Far more than flavour, Mio empowers people to transform any liquid into their own unique beverage, fulfilling a role that no other brand has done before. It mixes the user’s personal taste and style to create a new experience every time.
The identity was developed as a recognisable badge of the brand that symbolises confidence and strength. It tells the story of mixing liquids to the consumer’s personal taste to create something greater than the sum of its parts while still remaining cool and iconic.

Give some indication of how successful the outcome was in the market
Mio has been so successful they haven’t been able to keep it on shelf. They reached $100m in sales on December 6, 2011, just 9 months after the launch of the brand.
Brand recognition:
- No.1 brand in Beverage Mixers
- Top 5 in all (sugar free) refreshment beverages

Kraft was on allocation from the Q2 2011 launch until September meaning they couldn't stock shelves fast enough.