Nestlé’s Creme de Leite has a long history in the Brazilian market, a real icon for more than 80 years. In a moment of concept and positioning revamp, the challenge was to comprehend this movement and make a transition from a package without a clear identity to a proprietary brand, in order to be applied in all points of contact.
We shared our strategic vision about this revitalization and directed creatively the apprenticeship. We understood that the product’s functionality was far beyond from what was being presented until now. There was a good opportunity to stimulate the consumers to create or reinvent daily recipes. From this insight, we developed a new graphic concept for the packages, considering both cans and tetra packs.
For the new visual identity, we created a holder for the brand with a view from the top of the can and also around it with suggestions of ingredients from the Brazilian culinary. In a subtle way, we presented the different use possibilities. The idea? To inspire consumers on creating sweet and salty recipes and increase the application varieties on the menu.
The strong presence of colors turned easier the recognition at the POS. The blue is now predominant for the traditional version, and the green for the Light one. The layout clearly communicates the versatility through fresh and natural elements, without losing the stablished codes with the target.