POWERING THE NATION FOR THE NEXT GENERATION

Challenge : Evolve the packaging of a national infant nutrition icon to make a broad portfolio easier to navigate while preserving generations of trust.

Group and company : Since 1954, SGM has been a trusted part of Indonesian families, providing quality nutrition for every stage of childhood. SGM is one of the most recognized infant nutrition brands in Indonesia.

Potential : The objective was not to reinvent SGM, but to evolve it. The portfolio needed clearer life-stage cues, stronger differentiation between ranges and nutritional purposes, and a more understandable expression of nutritional expertise, while maintaining a unified masterbrand identity.

Creative Solution

EVOLVING A NATIONAL ICON

By refining SGM’s most distinctive assets, we created a cleaner, more contemporary identity while preserving familiarity.

MAKING NUTRITION EASY TO UNDERSTAND

To make nutritional expertise easier to understand, we developed Progress Maxx, bringing multiple nutritional benefits into one distinctive symbol and creating a recognizable asset across the portfolio.

A FRIEND FROM THE START

For Ananda, a gentle teddy bear gives the range a softer, more caring expression. Clearer life-stage cues, age-appropriate talent and a stronger relationship between Ananda and Eksplor help parents navigate the portfolio. Gold gives SGM Eksplor Isopro Soy a distinctive presence while maintaining a clear connection to the masterbrand. The same principles differentiate Gain 100 and Gain Optigrow. SGM Family extends the brand beyond life-stage nutrition into everyday family nourishment.

RESULTS

WHEN EVERY GROWTH JOURNEY IS DIFFERENT

The portfolio becomes one connected system, helping parents recognize the right range while keeping every product unmistakably SGM and supporting every member of the family through every stage of life.