VERSION 1 – JUNE 2021

2
CONTENTS

1 2 3 4 5
INTRODUCTION THE CONCEPT ASSETS & TOOLS ASSET LIBRARY
About This Toolkit 04 Concept Manifesto 07 Brandmark 11 26-28 Santa 30
Milka Christmas Pack Overview 05 Concept Board 08 Typography 12 Helpers 31
Concept Roots 09 Colour Palette 13 Reindeer Helpers 32
Seasonal Assets 14-16 Background Sleigh 33
Illustration 17-19 People 34
Cameo Photography 20 Snowmen 35
Pack Architecture 21-24 Animals 36
Buildings 37
Gifts 38
Boots 39
Assorted 40
Trees / Ladders 41
Tree Decorations / Sparkles 42
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1
INTRODUCTION

MILKA Christmas Toolkit – November 2021

ABOUT THIS TOOLKIT

This toolkit is designed to inform and

inspire consistent extension of the Milka
Christmas Seasonal portfolio. It will provide
an understanding to the concept that drives
the range and give basic guidance to enable
additional SKUs to be created.

MILKA Christmas Toolkit – November 2021

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MILKA CHRISTMAS RANGE
SELECTED PACK OVERVIEW

KIDS TEENS

FAMILIES ADULTS

MILKA Christmas Toolkit – November 2021

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2
THE CONCEPT
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CONCEPT MANIFESTO

This year we're telling the real story of Christmas, the story of
authentically wholesome and beautifully tender connections.
Christmas is not about the presents, the sparkle or even the tinsel.
It's about the people: family, friends, partners, and even strangers.
It's about true human connections.

With a modern twist we're bringing to life the rituals and occasions
they share, the scenes they create, the stories they tell in a world that
decorates Milka with true, positive festive cheer. By combining
hand-drawn illustrations with a naive and contemporary twist,
celebrating the detail and layers of everyone's Christmas story, we'll
bring a fresh perspective to the festive season.
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CONCEPT BOARD
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CONCEPT ROOTS

The concept finds its roots in Christmas traditions. These unique rituals
and connections act as a guide for what should be depicted on pack, as we always
strive to show some of these across each SKU in order to relate and appeal to our
core audiences.

LIGHTER & BRIGHTER WHOLESOMELY INTIMATE BEAUTIFULLY AUTHENTIC THOUGHTFUL & SENTIMENTAL
The abundance of light infuses the festive period with It's the wholesome moments of intimacy with those Staying true to the authenticity of Christmas, whether Going the extra mile to add a personal touch to the
cosiness and warmth. you love, that can't be bought or replicated, that really it's a real Fir Christmas Tree or the genuine traditions season by creating handmade decorations, gifts
matter at Christmas. that've been kept alive for centuries. and treats.
Candles, fire places and fairy lights take over at
Christmas, creating a magical atmosphere. Christmas Siblings bake gingerbread men together. Friends share Families light a candle on the Advent wreath every Neighbours share homemade stollen. Bunter Tellers
Markets light up towns. Advent candles are burned in Glühwein at the local Christmas market. Families sing Advert Sunday. People leave polished shoes outside to are filled with hand-decorated cookies. Parents share
homes. Friends and families share memories sat around carols around the Advent wreath. Loved ones gather be filled with treats by St. Nicholas. Parents fill a handmade and personally-filled advert calendars
brightly lit Christmas trees and cosy fire places. for Advent coffee. Bunter Teller with Plätzchen and chocolates. People with their children.
eat and shop at their local Christmas Market.

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3
ASSETS & TOOLS
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BRANDMARK

Shown here is how our BRANDMARK & LILA LOCKUP BRANDMARK

brandmark should appear.
To drive consistency across the
Christmas portfolio we only ever use
these two brandmark executions
(shown as just the wordmark or locked
up with Lila). Please adhere to the
guidance listed to ensure we maintain
visual coherence.
*For sizing and positioning, please
refer to the pack architecture page.

For the overwhelming majority of our packs we The brandmark should only ever be shown alone
should use the brandmark locked up with Lila as (not locked up with Lila) on packs where there isn't
she forms part of the wider scene on pack. the mountain landscape e.g. Santa Hollows (where
• The lock-up should be exactly as shown above the whole pack is Santa). In these instances we use
and Lila's relationship with the wordmark should this brandmark to maintain clarity to the pack.
not be altered in anyway • The brandmark should always be white and
• Lila should always be grounded, stood on shown on a lilac background
a hill, and never shown 'floating'
• Lila should always be shown on our
Milka lilac background (C60 M63 Y0 K0)

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TYPOGRAPHY

Shown here is the typography we use

on pack for product and variant
descriptors.
'Go Bold' is always shown capitalised.
It can be used to describe the product
GO BOLD BOLD
where required.

Stash Bold
'Stash' should only be shown in
sentence case (never fully capitalised)
and may be used in conjunction with
'Go Bold' if necessary. It should be used
sparingly to embellish type and never
used for more than a few words.
'Good Headline Pro' should only be
shown in sentence case (never fully
capitalised). This font is primarily used
for variant descriptors e.g. where
different flavours might need to be
called out between similar SKUs.
Please do not use any other typography
other than what it outlined here
(with the exception of co-brands and
sub-brands which may require
alternative type). Good Headline
MILKA Christmas Toolkit – November 2021
Pro Bold
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COLOUR PALETTE

Shown here are the colours we utilise

across the range. Lilac, white and gold
should feature across all packs.
Lilac plays the dominant role across all
of our Christmas range to maintain
instant recognition to our brand. White
signifies our seasonal range through
snow on pack. Touches of gold aid
seasonality and specialness and are
utilised to varying levels across the
range, dependent upon the packs
audience and price point.
The rest of the colour palette is festive,
with a sense vibrancy. The amount of
colour is cued by the target audience,
with our most vibrant packs aimed at
children and more sophisticated and
considered colour usage coming into
play as we move across to teens,
families and adults. Alternate colours
may be used, so long as they are
harmonious with the design.
We always shown texture and tone
through our colours to bring a sense of
warmth and humanity to our packs.

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SEASONAL ASSETS
ROLE OF WHITE

Shown here is how we use white as our

Christmas Seasonal range signifier.
White is used across almost all of our
Christmas packs as a signifier to our
range. We take our iconic mountain
scene from core and add snow capped
mountains and rolling hills covered in
snow. This instantly indicates the
season and makes it clear these packs
are part of the Christmas range.
The only exception to this would be
where the pack isn't an outdoor scene
e.g. Santa hollows, where the whole
pack is Santa (though white is still
likely to play a role).

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SEASONAL ASSETS
MAGICAL SKY

Shown here is how we should evolve KIDS, TEENS & FAMILIES ADULTS
the sky dependent upon audience.
Our magical sky enables us to
differentiate our core mountain scene
from our everyday packs and elevate it
into a seasonally appropriate asset. It
adds a sense of sparkle and specialness
fitting for the Christmas season.
Dependant upon audience will dictate
which sky should be used.

Kids, teens and family packs all share the same magical For adults our sky adapts are we rely solely on the
sky with snow fall and twinkling stars. golden twinkling stars and omit the snow fall.
• Most of our packs have both stars and snow in the • The use of only golden stars in the sky elevate
sky to drive the seasonality adult packs to feel a bit more special and fitting
to the audience
• This drives differentiation and enables clear
navigation across the range

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SEASONAL ASSETS
ROLE OF SANTA

Shown here is how we should utilise KIDS TEENS & FAMILIES ADULTS
Santa across the range.
Santa plays different roles dependent
upon the target audience and he should
be used consistently within these
categories to enable consumers to
clearly navigate through the range.
Santa features across all of our packs,
unifying our range.
In order to iconise always use the Shh'ing
Santa primary illustration on out of pack
assets.
For kids, Santa acts as our iconic For the teen and family categories, For adults, Santa is shown as a
seasonal hero. Santa is shown as a tertiary asset, tertiary asset, flying his sleigh with
• He is shown in full colour flying his sleigh with reindeers in reindeers in the sky.
the sky. • He is shown in gold, to elevate
• He is positioned as the primary
asset on pack, and the story • He is shown in purple the offering for adults
should be centered around him • He is a discoverable element on • He is a discoverable element on
• He drives imagination and pack and doesn't play a key role pack and doesn't play a key role
excitement for the season on pack allowing more audience on pack allowing more audience
specific stories to be the focus specific stories to be the focus

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ILLUSTRATION
STORYTELLING

Shown here is how we use ALWAYS SHOW CHARACTERS TOGETHER ALWAYS SHOW RITUALS ON PACK
storytelling to drive our illustrations.
To ensure we are delivering 'True
Christmas Stories', we must always be
mindful of a few simple rules that
ensure our illustrations are always
laddering up to our concept.
These rules are applicable to all our
packs regardless of target audience.

SANTA DON'TS

Characters must always be together, whether that We must ensure we are including traditional
is Santa and a helper, a man and his dog or two children German rituals on pack. For example:
Don't show Santa playing together
with Humans • Real Fir trees
• Ensure we are driving connections & tenderness • Advent candles, Advent wreaths & Advent Coffee
• Only exception would be where the whole pack is a • Lights from fireplaces, candles & fairy lights
character in its own right e.g. Santa Hollows
• Singing carols together
Don't show • Polished shoes filled with treats from St. Nicholas
characters alone • Sharing Bunter Teller
• Visting Christmas Markets & drinking Glühwein
• Handmade decorations, stollen & gingerbread

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ILLUSTRATION
ADAPTING FOR DIFFERENT AUDIENCES

Shown here is how we flex our toolkit KIDS TEENS FAMILIES ADULTS
for different audiences, to help
distinguish between them.
Our primary characters help to indicate PRIMARY
which target audience the packs are CHARACTER
aimed at. For kids, this is Santa and his USAGE
helpers as they drive imagination and Characters which
the magic of Christmas. For all other should play a key role
on pack. Supporting
categories we show the target audience characters can be
on pack so they can relate to the stories used in addition to • Santa & his helpers (helpers • Teens taking part in 'cool' • People of varying ages to • Adult characters shown as
those shown. are kids specific) to drive activities which teens can appeal to all the family supporting elements and
being told. Other supporting characters the magic of Christmas relate & aspire too aren't the focus on pack
can be shown such as pets, reindeer,
snowmen and people. Helpers are
exclusive to kids, when there are
multiple shown it should be ensured RITUAL
they vary their race, gender and clothes. USAGE
Rituals should be used across all packs The rituals shown
and should mostly be decided based on here aren't extensive
and are just to give
the scene being depicted however some an indication for
are more tailored to certain audiences where they should
be applied.
and should be applied sympathetically. • Use rituals relevant to pack • Use rituals relevant to pack • Use rituals relevant to pack • Drinking Glühwein & Advent
scene, avoid adult specific scene, avoid adult specific scene, avoid adult specific coffee are adult specific but
others can be shown too

MILKA Christmas Toolkit – November 2021

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ILLUSTRATION
USING OUR BRUSH

Shown here is how we use our textured VALLO NEW DUSTER 2021 BEFORE BRUSH AFTER BRUSH
brush to add tone to our illustrations.
To bring a sense of depth and warmth to
our illustrations we use our bespoke
brush 'Vallo New Duster 2021' to add
tone. We use the brush to add both
highlights and lowlights, to give
dimension and lift the illustrations. For
white specifically we use a tone of blue
to add depth to the snow, whereas we
use grey to add depth to other instances
of white e.g. fur trims or hair.
This is the only way we apply texture
and we do not use any other brushes. A zoom on the texture created An example of our illustration An example of our illustration after
Please use carefully and with using our bespoke brush. before texture has been added. texture has been added.
consideration, the texture should add
depth not add unnecessary complication • Texture must be applied to all • We don't leave our illustrations • We only use our Vallo New Duster
and noise. illustration assets, including flat like this as they feel cold and brush to create texture
supplied assets that do not lack the warmth we require to
have texture yet drive our Christmas concept

MILKA Christmas Toolkit – November 2021

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CAMEO PHOTOGRAPHY

Shown here is how we use EXAMPLES:

cameo photography.
For Kids packs we don't show cameo
photography on FOP to support the
notion of discovery and drive
excitement for what's inside. It also
allows focus to be on the exciting
festive scene on pack.
For all other audiences (Teens, Families
& Adults) we should show cameo
photography. This helps to drive taste
appeal. Cameo photography should be
shown to scale on FOP wherever
possible, ensuring we are accurately
depicting our contents. Cameos should
be considered as part of the illustration,
enabling them to integrate into the
scene and drive storytelling.

• Integrated into illustration with snow mounds • Integrated into the scene as the hero on pack, shown
to blend into scene as part of the skiing trail in an illustrated bowl
• Shown at accurate scale • Shown wrapped vs unwrapped to drive to idea of
variety for this particular SKU. Focus usually on
unwrapped for taste appeal
• Shown at accurate scale

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HOW TO BUILD A CORE PACK
PACK ARCHITECTURE
HOW TO BUILD A PACK

Shown here is how to build a pack

using our grid system.
By always building our packs off of the
same grid system we ensure that our
packs are considered and consistent
across the range.
This grid system is only relevant to
packs which use the purple mountain
scene as a backdrop. However, any
packs that do not use the mountain
Figure
Take theout
- Extreme
The
what
grid andformat
stretchyour
grid is Landscape
it topack
youris:
pack format size.
flexible and can stretch to any format.
Takethe
Find therelevant
The grid
There
grid andtemplate
is aismain
flexible
stretch itbackground
to your pack
andtemplate
master can stretch
format
from size. templates folder.
the master
to any format.
background and adapted ones set
FindMilka
The
There
This
the relevant
is a main
lockup can be
template
wordmark, background
Lila, purple
master template
adjusted
fromand
mountains
background
vertically
the purple
master hills
andon
depending
templates
adapted
folder.lockup.
are a fixed
onesspace
how much set you have.
The Milka wordmark, Lila, purple mountains and purple hills are a fixed lockup.
This lockup can be adjusted vertically depending on how much space you have.

scene can still use this guide as an

- Landscape
- Square
- Portrait
• Decide on format required
up for extreme and co-brand formats.

There are separate background templates for both Christmas and Easter
up for extreme and co-brand formats.
• Use the grid to size the template
The white hills in the foreground are a fixed lockup.
There
The arehills
white separate
lockupbackground
can also betemplates
adjusted for both Christmas
vertically depending and Easter
• Apply your seasonal assets to
Apply
The your
white hillsseasonal graphics. are a fixed lockup.
in the foreground
The white hills lockup can also be adjusted vertically depending
Apply your

indication of how the Milka wordmark

- Extreme Portrait
(landscape/ portrait/ square etc)
On our core packs, the Milka logo lockup should sit centrally.
background based on the Milka
on how much space you need for brand vs seasonal.
On our core packs, the Milka logo lockup should sit centrally.
complete the pack
on how much space you need for brand vs seasonal.

lockup should be scaled according to • Take the grid and stretch it to wordmark (refer to schematics on • The Milka & Lila lockup is always
pack format and size. your pack format size, it's flexible following pages to determine) in the distance and we build our
and can stretch to any format • The Milka wordmark, Lila, purple elements forward, ensuring there
• Find the relevant template mountains and purple hills are a is a focal point in the foreground
This process should be followed as a fixed lockup, it can be moved and elements of discovery
background from the master
guide when applying the design to a vertically depending on how elsewhere on pack
templates (there is a main master
Point Of Sale unit. This also applies for much space you have
and adapted ones set u  p for • Ensure illustrations don't come
the following four pages.
extreme and co-brand formats) • The white hills in the foreground too close to Milka & Lila lockup
are a fixed lockup, they can also • Ensure illustrations don't
be moved vertically depending on completely cover mountain scene
how much space you need for
brand vs seasonal

MILKA Christmas Toolkit – November 2021

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PACK ARCHITECTURE
CORE CHRISTMAS SCHEMATICS

Shown here is how to scale the logo

lockup with the mountain scape for
our core Christmas packs.
Use the grid to determine how large
the Milka logo lockup should be on pack.
The amount of rows listed indicates
the height the lockup should be
proportionately scaled too. The logo
EXTREME LANDSCAPE
EXTREME LANDSCAPE LANDSCAPE
LANDSCAPE SQUARE
lockup should be scaled with the 9 ROWS
9 ROWS 55 ROWS
ROWS 4 ROWS

mountain scape all as one

proportionate unit.
For the core Christmas packs the logo
lockup should sit centrally, with the
exception of extreme landscape, where
the restricted format means the lockup
is better placed to the left-hand side.

LANDSCAPE SQUARE
SQUARE PORTRAIT
PORTRAIT PORTRAIT
PORTRAIT EXTREME PORTRAIT
EXTREME PORTRAIT
5 ROWS 4 ROWS 4 ROWS 4 ROWS 3 ROWS
4 ROWS 4 ROWS 4 ROWS 3 ROWS
MILKA Christmas Toolkit – November 2021
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PACK ARCHITECTURE
CO-BRANDED CHRISTMAS SCHEMATICS

Shown here is how to scale the logo

lockup with the mountain scape for CO-BRAND HERE
our co-branded Christmas packs.
Use the grid to determine how large
the Milka logo lockup should be on pack. CO-BRAND HERE

The amount of rows listed indicates

the height the lockup should be
proportionately scaled too. The logo
EXTREME LANDSCAPE
EXTREME LANDSCAPE LANDSCAPE
LANDSCAPE SQUARE
lockup should be scaled with the 9 ROWS
9 ROWS 55 ROWS
ROWS 4 ROWS

mountain scape all as one

proportionate unit.
For the co-branded Christmas packs the
logo lockup should sit to the left-hand
side, with the exception of extreme
portrait, where the restricted format
CO-BRAND HERE
means the lockup is better placed in CO-BRAND HERE
CO-BRAND HERE
CO-BRAND HERE
the centre of the pack.
The colour of the back hill indicated
CO-BRAND HERE
here should change to the colour of the
co-brand (certain exceptions may apply
such as multiple co-brands on one pack,
AND HERE
in which case a neutral may be chosen).
This colour may also influence some of
the colours of the wider illustrations on
pack to help integrate the co-brand e.g.
LANDSCAPE SQUARE
SQUARE PORTRAIT
PORTRAIT PORTRAIT
PORTRAIT EXTREME PORTRAIT
EXTREME PORTRAIT
colours of clothing and presents. 5 ROWS 4 ROWS
4 ROWS 3 ROWS
4 ROWS 3 ROWS
4 ROWS 3 ROWS
3 ROWS
MILKA Christmas Toolkit – November 2021
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PACK ARCHITECTURE
ADDITIONAL PACK MESSAGING

Shown here is how to scale the logo

lockup with the mountain scape for
our Christmas packs when there is
additional pack messaging such as a
promotion or flash.
Use the grid to determine how large
the Milka logo lockup should be on pack.
The amount of rows listed indicates
EXTREME LANDSCAPE
EXTREME LANDSCAPE LANDSCAPE
LANDSCAPE SQUARE
the height the lockup should be 9 ROWS
9 ROWS 55 ROWS
ROWS 4 ROWS

proportionately scaled too. The logo

lockup should be scaled with the
mountain scape all as one
proportionate unit.
For these Christmas packs the logo
lockup should sit centrally within the
space not covered by additional
messaging, with the exception of
extreme landscape, where the restricted
format means the lockup is better
placed to the left-hand side.

LANDSCAPE SQUARE
SQUARE PORTRAIT
PORTRAIT PORTRAIT
PORTRAIT EXTREME PORTRAIT
EXTREME PORTRAIT
5 ROWS 4 ROWS 4 ROWS 4 ROWS 3 ROWS
4 ROWS 4 ROWS 4 ROWS 3 ROWS
MILKA Christmas Toolkit – November 2021
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4
APPLICATION
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PACK LAYDOWNS
KIDS - ADVENT

Shown here is an example advent

laydown for kids. You can see how
the sky wraps around and informs
the BOP design.

MILKA Christmas Toolkit – November 2021

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PACK LAYDOWNS
FAMILY - BUNTERTELLER

Shown here is an example bunterteller

laydown for families. You can see how
the Christmas assets and illustration
style work around all sides of the pack.

MILKA Christmas Toolkit – November 2021

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PACK LAYDOWNS
ADULT - ADVENT

Shown here is an example advent

laydown for adults. You can see how
the sky wraps around and informs
the BOP design.

MILKA Christmas Toolkit – November 2021

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5
ASSET LIBRARY
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ASSET LIBRARY
SANTAS

MILKA Christmas Toolkit – November 2021

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ASSET LIBRARY
HELPERS

MILKA Christmas Toolkit – November 2021

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ASSET LIBRARY
REINDEER HELPERS

MILKA Christmas Toolkit – November 2021 PLEASE NOTE: TEXTURE IS TO BE APPLIED TO ALL ASSETS THAT ARE NOT ALREADY TEXTURED
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ASSET LIBRARY
BACKGROUND SLEIGH

MILKA Christmas Toolkit – November 2021

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ASSET LIBRARY
PEOPLE

MILKA Christmas Toolkit – November 2021

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ASSET LIBRARY
SNOWMEN

MILKA Christmas Toolkit – November 2021 PLEASE NOTE: TEXTURE IS TO BE APPLIED TO ALL ASSETS, TAKING EXAMPLE OF FIRST TWO SNOWMEN AS A GUIDE
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ASSET LIBRARY
ANIMALS

MILKA Christmas Toolkit – November 2021

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ASSET LIBRARY
BUILDINGS

MILKA Christmas Toolkit – November 2021 PLEASE NOTE: TEXTURE IS TO BE APPLIED TO ALL ASSETS THAT ARE NOT
ALREADY TEXTURED, ASSETS MUST NOT GO ON PACK WITHOUT IT
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ASSET LIBRARY
GIFTS

MILKA Christmas Toolkit – November 2021 PLEASE NOTE: TEXTURE IS TO BE APPLIED TO ALL ASSETS THAT ARE NOT
ALREADY TEXTURED, ASSETS MUST NOT GO ON PACK WITHOUT IT
 39
ASSET LIBRARY
BOOTS

MILKA Christmas Toolkit – November 2021 PLEASE NOTE: TEXTURE IS TO BE APPLIED TO ALL ASSETS THAT ARE NOT
ALREADY TEXTURED, ASSETS MUST NOT GO ON PACK WITHOUT IT
 40
ASSET LIBRARY
ASSORTED

North
Pole

oN
htr P
elo

MILKA Christmas Toolkit – November 2021 PLEASE NOTE: TEXTURE IS TO BE APPLIED TO ALL ASSETS THAT ARE NOT
ALREADY TEXTURED, ASSETS MUST NOT GO ON PACK WITHOUT IT
 41
ASSET LIBRARY
TREES / LADDERS

North
Pole

MILKA Christmas Toolkit – November 2021 PLEASE NOTE: TEXTURE IS TO BE APPLIED TO ALL ASSETS THAT ARE NOT
ALREADY TEXTURED, ASSETS MUST NOT GO ON PACK WITHOUT IT
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ASSET LIBRARY
TREE DECORATIONS / SPAKLES

MILKA Christmas Toolkit – November 2021 PLEASE NOTE: TEXTURE IS TO BE APPLIED TO ALL ASSETS THAT ARE NOT
ALREADY TEXTURED, ASSETS MUST NOT GO ON PACK WITHOUT IT
 43

CONTACT DETAILS
Milka Brand Team
Laura Gray
[email protected]

Mondelez Designs Operations Manager

Terry M Coldicott
[email protected]