Nestlé, Creme de Leite
2017
Más libertad dentro del universo culinario.

CREME DE LEITE

Background

El Creme de Leite Nestlé tiene una larga trayectoria en el mercado brasileño, es un icono en su segmento hace más de 80 años. En un momento de renovación de concepto y posicionamiento, el reto ha sido el de comprender todo este movimiento y hacer la transición de un empaque que no tenía una identidad clara del producto para una marca propietaria, que pudiese ser aplicada en diversos puntos de contacto.

True Vision

Para revitalizar la Crema de Leche, compartimos nuestra visión estratégica y direccionamos de forma creativa los aprendizajes. Entendemos que la funcionalidad del producto iba además de lo que era presentado hasta entonces, existía una buena entrada para estimular a la consumidora a crear o reinventar recetas de su día a día. A partir de este insight, desarrollamos una nueva conceptualización gráfica para los empaques, considerando las versiones lata y tetra.

Creative Expression

Para la nueva identidad visual, hemos creamos un holder para la marca con la lata vista desde arriba y, a su alrededor, sugerencias de ingredientes presentes en platos brasileños. Presentamos, de forma sutil, las posibilidades de uso de la crema de leche dentro del universo culinario. ¿La idea? Inspirar a la consumidora tanto en el preparo de recetas dulces como saladas y, aumentar la variedad de aplicación del producto en su menú.La fuerte presencia de colores ha facilitado el reconocimiento del produto en el punto de venta, el azul se hizo predominante para la versión tradicional, y el verde para la versión light. El layout ha comunicado con claridad la cuestión de la versatilidad a través de los elementos naturales y frescos, sin perder los códigos ya establecidos con el target.

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