Nourishing babies focusing on health and flavor
Developing a new consistent, global and affectionate visual identity
Food - Nestlé
With more than 100 years of existence, Cerelac helps mothers worldwide to build a healthier generation, providing food for babies from 6 months onwards.
In order to remain faithful to the brand’s original mission, Nestlé was faced with two challenges: the need to rejuvenate and reinforce the promises of distinctive nutrition and flavor, as well as to unify Cerelac’s visual identity, since the brand has 4 different identities in different parts of the world.
To address the double challenge, our team decided that the long history and tradition of the brand should direct the path to follow, but that we should also remain faithful do the history of each region, observing the different visual codes they have used.
We also agreed that it was crucial to translate the concept of “Cereal Caress” into the brand’s identity, that is, to extol the virtues of the cereal as a basic food for infants.
The creative path for Cerelac’s new visual identity was to redesign the logo in a kind and protective way. The “wheat embrace” evokes maternity, strengthens healthiness and reinforces the main emotional attributes of the brand. Natural colors, textures and round shapes simplified and warmed the packaging design, along with the brand’s iconic blue bear Bo, that presents Nestlés’ scientific guarantees.
Another new feature included in Cerelac’s visual identity was the concept of “Nature Selection”, inspired by the best of nature: natural ingredients specially selected, with essential nutrients for the babies’ growth and development. The right amount of affection and nutrition, with flavor and tradition.