FutureBrand

Linha Fast

Nestlé noticed that the milk-based drinks market was not paying attention to an important public group – young people and adults leading a busy life. The company then decided to invest heavily in this target group and transformed admired brands into practical drinks with their own identity for “on the go” consumption.

The big challenge was to turn milk, a drink which is normally only consumed in the morning, into a product to be enjoyed during the rest of the day. The new line, for which FutureBrand created the name Fast, was a great breakthrough and brought together three different brands with different positionings within a family of ready-to-drink products without losing any of their individual their identities.

The screw top opener is the big differentiator of the line since it allows the drink to be kept after being opened as the entire contents do not have to be consumed at once. This also allows it to be carried in handbags, backpacks etc.