Branding - Design
New design system built to make consumer’s life easier
Food - Nestlé Brasil
Successful in Brazil for more than 80 years, Nestlé Cooking Cream is an absolute leading product in the category. It is a frequently used ingredient in several recipes, and that is the reason why the brand has decided to invest in a complete identity renewal, aiming to help consumers choose the ideal version to pair each dish.
In order to make consumers’ life easier, Nestlé has decided to hear them. The surveys revealed important insights – the product’s peculiar creamy texture and versatility – that were used to build the new visual identity. The first insight was definitely the key driver of all the creation work – everything revolves around the creaminess, and all the other visual elements were created based on that feature. The solution found was to give consumers the autonomy to choose the variety that best pairs their recipe through a simple and intuitive visual system – the more drops, the creamier.
Concerning versatility, the visual path developed focused on inspiring the consumer by making him or her notice how easy it is to transform a simple, ordinary dish into something special. Thus, we have created packaging that are more connected to the needs of the person who cooks, improving the quality of the information on the label, exploring new recipes and including a QR code for those who want to learn more.