M - N Associates delivers a visual identity that redefines the Vietnamese teen milk market with ‘Happy Teen Choice’ branding for Malto

In a market saturated with "teen leader" and "healthy teen" themes, Malto has emerged as a standout player in the Vietnamese market with its distinctive approach. Under the umbrella of the LOF mother brand's overarching strategy, "Choosing your happiness," Malto has transformed into a brand that resonates with the phrase "happy teen choice". M – N Associates delivers a thoughtfully crafted Malto’s identity to align with Asian teen culture, radiating a playful and relatable aura that encapsulates the essence of youthful joy.

Crafting a visual identity to go against conventional themes, Malto has broken the mould by embracing a fresh perspective resonating with Gen Z. Central to this transformation is the endearing Malto Gang characters, which have transcended their roles as mere emoticons on Malto packaging to become cultural icons. These characters have found their way into merchandise, animations, and exciting collaborations, captivating the hearts of teenagers with their relatable personalities and charming designs. The Malto Gang characters embody a brand narrative that celebrates friendship, diversity, and the simple joys of life.

Malto's logotype boasts a distinct visual flair with curvy forms that symbolize growth and the aspiration to "fly high." This design element takes centre stage on the packaging, instantly drawing attention with its natural and friendly feel. The colour palette is a bold departure from competitors, featuring vibrant yellow as the malt colour. This choice aligns with today's teenagers' desire to stand out and express themselves, symbolizing their vibrancy and positivity.

The MN Malty custom font visually represents the concept of "growth" with rounded trapezoid stems. NaN Hyena and LeOsler fonts complement the typographic ensemble, adding sophistication and prominence. Malto's brand voice embraces the latest linguistic trends and wordplay, injecting humour into content to make it relatable and engaging for today's youth.

For more information on M - N Associates’ design, visit their website or follow them on Instagram.

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