Sterlising expert, Milton, reveals new brand identity, packaging and product range

New look and new range

New look and new range

Milton, a leading expert in sterilising and Nursery Industry Awards 2013 nominee, has unveiled a new brand identity, new product packaging, revamped website, and new product range.

According to the company, the branding gives Milton a fresh and contemporary image, whilst retaining its heritage as the leading home and professional sterilising expert for the past 65 years. The new photography features modern mothers and their babies and seeks to create an emotional connection with the target audience.

New modern website

The website,, has been revamped with a fresh, modern look, featuring new photography of parents and their babies. It features easy access to the Milton Mum’s Club, which offers expert advice on sterilising and hygiene, as well as updates on the latest news, offers and competitions. The site offers expert advice on sterilising and hygiene, with guidance on everything from bottle-feeding and storing breast milk, to cleaning baby’s home and potty training. It also includes a new professional section for Health Care Providers and retailers. 

The updated logo contains the classic Milton curve, which has been contemporised, and is presented together with an image of a mum lovingly embracing her baby. The redesigned packaging has a cleaner look, making it easier to read and understand with benefits and directions clearly highlighted, the company said.

Innovative product range

Milton’s modernisation strategy has lead to a new and innovative product range targeted at modern parents. This includes the Milton ‘Mini’ Portable Soother Steriliser; an original method to safely sterilise soothers in and out of the home; and two new sterilisers, the Solo and the Combi. These sterilisers, which offer users the choice of a microwave method of sterilising, as well as the traditional cold ‘Milton Method’, are part of a historical move for Milton which has until recently has been focused on cold water sterilising methods. New product features have also been added to make products easier to use for consumers, such as the redesigned cap on the Sterilising Fluid, which makes it easier to measure out the correct dose.

Christine Dugendre, brand manager, Milton, said: “The brand refresh is not just about revamping our logo, it is about creating an emotive connection with today’s modern parents.  Remaining relevant to our target market and meeting their needs is essential to us. This new product range and rebranding reinforces our position as long-standing experts in sterilising but also as innovators of products that meet the needs of today’s modern parents.”

Milton worked with design agency Greenwich to produce the new brand identity and packaging designs, which are now available in store.

The Milton products can be found in AMAZON, Asda, Boots, Babies R Us, John Lewis, Kiddicare, Morrisons, Mothercare, Sainsbury’s, Tesco and Wilkinsons as well as many independent pharmacies and nursery retailers.