“A Taste of Celebration” – Milkmaid’s
Ramadan Limited Edition
CHALLENGE
Nestlé Milkmaid wanted to create a special limited-edition packaging for the festival of Ramadan — a pack that wouldn’t just sit on shelves but would feel like part of the celebration itself. The design needed to reflect the warmth, tradition, and indulgence of Ramadan sweets, while ensuring instant recognition and maintaining Milkmaid’s iconic brand cues.
APPROACH
Design Horse crafted a packaging concept that merged festive symbolism with product relevance. Intricate patterns inspired by Islamic art formed a decorative frame, while rich, celebratory colors evoked the joy of the season. Subtle food cues — like dessert silhouettes and warm ingredient tones — hinted at Milkmaid’s role as the heart of many beloved Ramadan recipes. The layout ensured that the limited-edition identity felt premium yet familiar, seamlessly tying back to the core brand.
Impact
The festive pack became more than a container — it became a celebration in itself. On shelves, it stood out as a seasonal must-have, prompting impulse purchases and strengthening the emotional bond between Milkmaid and the tradition of homemade Ramadan sweets. The design not only boosted seasonal sales but also deepened the brand’s association with festive indulgence and family celebrations.
