Maltina has unveiled a refreshed visual identity as the Nigerian malt brand marks 50 years, updating its packaging while keeping its signature taste and nutritional proposition unchanged.
The new identity gives the brand a more contemporary appearance across its glass bottles, cans and PET bottles, with a stronger orange colour and enhanced gold elements designed to make the products stand out more prominently on shelves.
Maltina has also introduced several new design details, including a gold crown cork, brighter sunrays, a larger golden barley icon, a bolder calcium coin and a “Since 1976” heritage mark.
The rebrand comes as Maltina looks to balance its five-decade history with the expectations of a new generation of Nigerian consumers. Rather than repositioning the product itself, the company has focused the refresh on how consumers see and interact with the brand.
“For 50 years, Maltina has grown alongside generations of Nigerians. This refreshed identity is an evolution of a much-loved brand, designed to keep Maltina fresh, relevant and connected to today’s consumers while preserving the nourishing taste they know and trust,” the Marketing Director of Nigerian Breweries Plc, Sarah Agha, said.
Maltina said its nutritional proposition remains unchanged. The drink is fortified with calcium, with a 33cl bottle providing the equivalent of half a glass of milk. The brand is also endorsed by the Nutrition Society of Nigeria as a non-alcoholic drink rich in Vitamin A.
Maltina puts consumers at the centre of the rebrand
Beyond changing its packaging, Maltina is asking Nigerians to define what the new identity means to them through its “What’s Your Word?” campaign.
The campaign will run across media, retail outlets and consumer experiences, encouraging Nigerians to give their first impression of the refreshed brand in a single word.
Agha said the campaign was intended to make the rebrand a conversation with consumers rather than simply a change to the product’s packaging.
“This relaunch is about more than a new pack. It is an invitation for Nigerians to help shape the next chapter of a brand that has been part of their lives for five decades,” she said.
The refreshed Maltina packs will roll out across stores, restaurants, bars and markets, alongside a nationwide media campaign, trade launches and consumer activations.
For Maltina, the bigger challenge now is not simply making a 50-year-old brand look younger, but keeping its place in the routines of Nigerians who increasingly have more beverage choices.
The packaging may have changed, but Maltina is betting that familiarity, heritage and its established nutritional positioning will keep the brand relevant to both longtime consumers and a new generation.
