Nestlé, Creme de Leite
2017
More freedom for the culinary universe.

CREME DE LEITE

Background

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.

True Vision

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.

Creative Expression

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.

Share

Related projects
Negresco
Nestlé
Negresco
Passatempo
Nestlé
Passatempo
Prestígio
Nestlé
Prestígio

CBA B+G Latam

Rua Álvaro Rodrigues, 403 - Brooklin 
04582-000 - São Paulo, SP - Brasil

Map and directions

Phone +55 (11) 5090 1460

E-mail

© 2017
All Rights Reserved.

We are a network of 11 offices around
the globe, working on projects for more than 30 countries.

CBA Global en
CBA France FR / EN
CBA UK EN
CBA Italy IT / EN
CBA Spain ES
CBA Turkey EN
CBA Middle East EN
CBA Asia Pacific EN
CBA North America EN
CBA Latin America PO / ES / EN

Type your search and hit return

teste

First Name

Last Name

Email address

You will need to confirm your address to activate your subscription
By clicking “Subscribe Now” you are agreeing to our Privacy Policy.

Terms and conditions

The information displayed on this site concerns all CBA Paris entities. These companies are referred to hereafter by the name « CBA Group ».

> Property rights

Copyrights:
All data, text, information, images, photography, videos or any other content shared on this website are protected by copyright. Any reproduction, representation, use or adaptation, whatever the form, of all or any element of this site without the written consent of CBA Group will be considered as a counterfeit act and falls under the penalties of Intellectual Property Code.

Brands copyright:
All named and logotyped brands, and other distinctive signs, which appear on this website are CBA Group’s property and/or of their clients. Consequently, any reproduction or representation, and any use of these distinctive signs is prohibited, except with the written consent of their owners.

Links generation to www.cba-bmaisg.com:
The website allows the set up of a hypertext link pointing towards its content, except using the technique of « deep linking », i.e the pages of www.cba-bmaisg.com should not be integrated within another website’s pages, but should be accessible through the opening of a new window. This authorization does not apply in any case to websites displaying controversial, pornographic, or xenophobic information or which could harm sensibility or cause public disorder.

> Website editor’s responsibility

Website content:

CBA Group has attempted to ensure the accuracy and the update of the information contained on this website ; CBA Group reserves the right to amend, at any time and without notice, the content. However, CBA Group cannot guarantee the accuracy, the precision or the comprehensiveness of the information carried on this website.

Website access:
CBA Group companies cannot be held liable for any incovenience or damages related to the general use of the Internet, notably in case of service breakdown, external intrusion, downloaded viruses, or damages caused to the equipment or software which would be linked to the use of this website.

Links to other sites:
The site might include links to other Internet websites. Given that CBA Group can’t control these sites, CBA Group cannot bear responsibility for their contents, advertisments, products, services or any other material available on or from these websites. Moreover, CBA Group cannot be held responsible for any damages or loss related to a trust relationship relating to the content, goods or services available on these sites.

> Privacy policy
Visitors are made aware that all personal date collected on this website are automatically processed. Data collected are kept confidential and are for the exclusive use of members and services of CBA Group. These personal data fall under the dispositions of law « Informatique et Libertés » of January 6, 1978. It is understood that the visitor is given a right of access, amendment or deletion of any personal data related to them, by sending a letter to:

CBA B+G
Rua Álvaro Rodrigues, 403 - Brooklin
04582-000, São Paulo, SP - Brasil

or by sending an email to contato@cba-bmaisg.com