Made with Nestlé chocolate and natural coconut, Prestígio is a genuine Brazilian product. I was launched in 1961 and immediately captivated the consumers, in such a way that the product’s very name is used as reference for many different recipes with coconut and chocolate.
Its package is considered a design icon: red with white dots. The dots represent the coconut and were an usual dress pattern at the time, and became the main brand identifier.
Over the years, the identity evolved and new products were launched.
Much more than redesign the package, the project’s objective was to revamp the brand and transmit the product’s naturalness, building a connection with the younger target and inviting the consumers to have a more natural and true attitude in life.
The challenge was to understand and reconnect the brand with today’s reality, preserving an already deep-rooted identity in the consumers’ daily life. For that, CBA B+G begun through the brand’s archeology, in order to identify and preserve its visual inheritance.
The new identity maintains the iconic elements: red color, texture and the coconut tree, now represented in a language that celebrates Prestígio’s authenticity, naturalness, Brazilianness and simplicity. And now, also with the new version ‘Dark’, with more cocoa.
The inspiration on gestural and spontaneous is present in all identity elements and, as everything that is natural and true, in an imperfect way.
The handwritten lettering over a brush daub background reflects the communication from small and popular street commerce; the coconut tree was stylized and integrated to the lettering; the rusticity of the coconut chips and chocolate pieces reinforce the perfect combination of the ingredients.
The beach wooden deck and signs helped to compose the tropical scenario, characteristic of the brand, and the golden details from the older package were substituted by green, live and refreshing.
All packages and boxes have special graphic finishing, were relief and textures reinforce the sensorial aspects from the brand.
The result is the very same Prestígio that everybody knows, now transmitting its truth and naturalness, not only through flavor, but through all the brand’s senses.