Millions Rebrand: A Fresh Look for a Beloved Icon
Millions, the tiny, tasty, chewy sweets we all know and love, just got a major glow-up! At Goulding Media, we had the exciting task of transforming this beloved confectionery brand for a new generation of fans while honoring its rich heritage. Here’s how we helped Millions take a bold step into the future.
A packaging refresh for the generations: Where the Journey Began
For over a decade, Millions has delighted sweet lovers of all ages with its colourful, chewy treats. A staple of childhood memories, Millions is cherished for its fun size, playful branding, and wide range of favourite flavours. However, as the market evolved and younger generations like Gen Z and Gen Alpha grew in influence, Millions faced a challenge: how to stay relevant, exciting, and modern while remaining true to its nostalgic roots.
Millions partnered with Goulding Media with a clear mission: refresh the brand and packaging to captivate a younger, trend-savvy audience but remain relevant and recognisable to the nostalgic shoppers.
The brief called for a comprehensive redesign that modernised the iconic characters, updated flavour profiles, and brought a cohesive, polished look to the complete packaging range all while staying playful and vibrant. It was time to take Millions to the next level.
The Journey: Transforming the Millions Identity
At Goulding Media, we approached the Millions redesign with a clear goal: to combine bold creativity with a strong range strategy, a strategy that also took into account the potential future development of new products to the range. Every detail of the brand & packaging was carefully explored to create a unified and exciting brand experience. Here’s what we delivered:
- A Unified Tagline: The beloved tagline “The Tiny Tasty Chewy Sweets” was inconsistent across the range. We standardised it with sleek typography and consistent colour & placement for a professional yet playful feel.
- Vibrant Watermark Patterns: A fresh diagonal watermark background using Millions branding added depth and energy, subtly elevating the packaging without overwhelming the playful tone.
- Highlighting Natural Ingredients: To spotlight the flavours made with real fruit juice, we designed new roundels emphasising “Made with Real Fruit Juice” and “No Artificial Colours.” These icons added a recognisable claim to appeal to health-conscious shoppers.
- Character Redesign: The iconic Millions characters received a much-needed refresh. We retained their charm but gave them a modern, bold style with updated accessories. Hugh Blu now sports a trendy cap, while Ruby Raspberry proudly carries a Millions bag. These characters now feel current, relatable, and ready to connect with today’s audience.
- Flavour Consistency: Shopping on autopilot means packaging needs to be clear and intuitive. We revised the packaging to improve the flavour-specific colours and align with consumer expectations, using bold Pantone shades to create packs that truly pop. Read more about Pantone use in Packaging in our article: Pantone Packaging Design Trends
- Licensing Asset Library: To ensure brand consistency across licensed products, we developed a centralised asset management library for Millions. This resource simplifies collaboration with external partners and guarantees the new design is used correctly across all platforms. This was a key addition that we identified during the stages of the brand review.
Millions Packaging Refresh: Challenges and Triumphs
Modernising such a nostalgic and beloved brand came with its fair share of challenges. Striking the right balance between honouring Millions’ rich history and appealing to the tastes of younger, trend-conscious audiences was no small feat. Each decision required careful consideration to ensure we retained the heart of the brand while moving it forward.
One major challenge was unifying the brand across a range of products and licensing partners. Millions packaging had become inconsistent over the years, with outdated assets used in various collaborations. By creating a comprehensive asset library, we not only resolved this issue but also set Millions up for long-term consistency and success.
Another triumph was reimagining the iconic characters. While some brands might have opted for a complete overhaul, we knew the importance of keeping the characters recognisable and cherished. The result? A modernised yet familiar cast of characters that resonate with both loyal fans and new audiences.
Lastly, the sheer scale of the project presents challenges. Rolling out new designs across hundreds of SKUs requires meticulous planning and collaboration, but the results speak for themselves—a cohesive, vibrant brand ready for the future. Our experience and systems for managing SKUs is essential to help the clients manage the approval process and successfully push each SKU through a process of design, artwork, and print ready approved files for release.
The Results: Bold, Fun, and Future-Ready
The Millions rebrand has been nothing short of transformative. The updated packaging stands out on shelves with its bold colours, cohesive design, and playful characters. By addressing the inconsistencies of the past, we’ve created a polished, consumer-friendly packaging system that enhances Millions’ position in the confectionery market.
The refreshed flavour colours align with consumer expectations, making it easier for shoppers to quickly find their favourites. The real fruit juice roundels and recyclable packaging add an element of trust and sustainability, which resonate with modern audiences.
The character redesign has brought Millions’ playful personality to life in a way that feels fresh and relevant, helping the brand connect with Gen Z and Gen Alpha while maintaining its nostalgic charm for older fans. Millions is now equipped to grow consistently and lead the way across all platforms and licensing collaborations.
Packaging Experts: Discover More with Goulding Media
The Millions rebrand is a testament to the power of thoughtful, strategic design. At Goulding Media, we specialise in crafting packaging that captivates consumers and elevates brands. Whether it’s modernising a beloved icon or creating a fresh identity from scratch, we’re here to help brands shine.
Explore our work and discover how we can bring your vision to life. Let’s create bold, impactful designs that make your brand unforgettable. Fill out the form below, and let’s start your journey to a better brand together!