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Nestlé Nido Merchandise Design - Building Brand Affection Through Thoughtful Merchandise & Print Touchpoints
Story Scenario
Nestlé Nido, particularly in its Ghana business, desired to go deeper with its primary consumer group, mothers of children between 0–12 years old. They had trust on the product level already, but they wanted to be viewed as more than a formula company, they wanted to be regarded as caring, friendly, and part of everyday life. To do that, Nido decided to introduce merchandise for special occasions, “Back to School” and Ramadan, so the brand would appear in more meaningful, tangible ways in everyday routines. Their ask was: how do you design merchandise that resonates with kids and moms, is faithful to brand identity, and works across contexts? This is where PRAKRIA, acting like a full-spectrum branding agency and creative design studio, became the partner for turning brand values into real, loved objects.
The Challenges
As a beloved children’s milk brand in Ghana, NIDO wanted to deepen its connection with young families and become a visible part of their everyday lives, not just in the pantry.
NIDO needed to create merchandise for special occasions (e.g., Back to School & Ramadan) that felt fun, engaging and relevant for kids aged 0-12, while aligning with the brand’s identity.
The brand had to ensure the merchandise was approachable and friendly (to resonate with moms) yet cool and vibrant (to appeal to kids).
The task required a deep understanding of the Ghana market: local routines, kids’ preferences, cultural context, something that hadn’t been fully leveraged previously.
The merchandise needed to be both meaningful and collectible, not just a promotional item, but something kids would love and keep.
In short, the challenge was to transform NIDO from a trusted milk powder brand into a visible lifestyle companion for kids and mothers through merchandise that bridged brand familiarity with youthful energy.
The Strategy
We started by understanding a mother’s day-to-day with her child, from morning routines to bedtime, school prep, religious observances, and playtime. We mapped items they commonly use or see (stationery, clothing, school bags, small gifts). These insights became the playground for ideation.
Deep Dive on Consumer Insight
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Occasions & Themes
We focused on Back to School and Ramadan, two occasions with strong emotional linkage in Ghana. For each, we designed a set of merchandise that would feel useful, celebratory, and brand-relevant.
To keep it youthful and engaging, we adopted a doodle style in design. At the same time, we retained the iconic Nido “heart” motif and brand color palette to maintain strong recall. This balance of creativity and brand faithfulness is what top branding companies do best.
Visual Style: Doodles, Brand Heart & Colors
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Merchandise Forms & Catalog
We created a full catalog of merchandise (bags, t-shirts, stationery, and gift items) for the events, each carrying consistent visual language and brand markers. The collection was rendered in 3D mockups so the client (and later the market) could see how every item would turn out in real life.
The Creative Execution
Brand Communication & Strategy:
Each merchandise item was given a micro narrative, “carry love to school" and “celebrate with joy," that tied back to Nido’s positioning as caring and close.
Print Media Advertising / Merchandise Promotion:
To launch these lines, supporting print media designs were created, including posters, flyers, and school handouts to announce the merchandise, build excitement, and connect them visually with the packaging and brand identity.
Creative Print Advertisement:
The print material wasn't an afterthought; it was part of the strategy. Flyers and posters employed the same doodle elements, colors, and heart shape so the merchandise and print advertising were one consistent narrative.
Printing Services Coordination:
We collaborated with boutique printing companies/printing services closely to make sure that paper color, texture, and finish lived up to the liveliness and zest witnessed in the 3D models and merchandise designs.
Print and Media Advertising Integration:
The product line was backed up by both physical print touchpoints (retail signage, school posters) and digital notices, making the campaign omnichannel.
The Result
The catalog of merchandise was well received by both moms and kids; the playful doodle style, useful items, and emotional tie to Nido made it feel more than a promo.
The Nido heart and colors ensured parents could instantly trace the products to the brand, reinforcing brand identity through merchandise.
The print media advertising built anticipation and visibility, schools and local stores used posters and flyers to draw attention.
The campaign gave Nido more than merchandise, it gave the brand relevance in everyday life beyond nutrition.
For PRAKRIA, this project demonstrated how creative design agency thinking plus brand strategy can transform merchandise into brand equity.
Why This Matters
Merchandise is often treated as a side effort or giveaway. But here, brand building companies can see how thoughtfully designed merchandise can become another medium of brand expression.
It shows that branding consultants must reach beyond identity and design into real consumer lives.
Print media advertising and promotional print collateral aren’t separate silos; they must align deeply with brand visuals.
When printing services are integrated early, the final quality lives up to design ambitions.
Combining creative print advertisement, merchandise, and brand strategy helps a brand move from transactional to relational.
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At PRAKRIA, we don’t simply make visuals—we create connections of people to the thoughts through experiences.
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