Branding - Design
“Hecho en Cuba”
The strenght of the Cuban iconographic repertoire applied to a product
Food - Nestlé Cuba
In addition to being the most important category to Nestlé in Cuba, bulk ice cream plays quite a relevant role in the nourishment routine for most of the Cuban population, for it's also consumed as an important source of animal protein.
That would be enough reason for it to be considered a very special product for a company in the country. But alongside the category’s relevance to its consumers, there was the fact that the Cuban’s favorite ice cream used to be sold in a blue colored pot, which they named as ‘el pote azul’ Nestlé. Given such local reality of leadership and importance, Nestlé noticed a great opportunity on its hands and decided to capitalize it with the support from CBA B+G.
The perceived opportunity was to go ‘beyond’ a modernization of the brand and its packaging, but also embrace the boldness of turning a natural and apparently generic element of treatment (‘el pote azul’) into a brand asset, capturing value through the appropriation of an affectionate nickname already in use by its consumers, reinforcing its leading role in the segment.
To capture the value of such opportunity, we started analyzing the communication codes used for food in that country from a wide perspective. Particularly in the ice cream category, we came to the conclusion that its language guidelines were anchored in a great visual simplicity, with a graphic straightforwardness and really direct messages, mostly in packaging, only communicating what was necessary.
Adopting the same line of reasoning for the creative development, we set the foremost components for building up the brand’s message: the iconicity of the pot and the direct communication of the tangible benefit of the product (milk), added to a strong Cuban component and its national pride.
The solution explored the national iconographic repertoire and was inspired by graphic elements found in symbols such as the Cuban flag, its colors and contrasting lines, integrated to the functional attribute of milk.
An extremely impactful communication model in its visual aspect and verbal leanness, in a country where one cannot advertise in traditional means, and where the packaging is the greatest and most powerful touch point with the product’s shopper and consumer. A product now renamed ‘el pote de la línea azul’. Hecho en Cuba.
This project won one of the seven awards we have earned in the Brasil Design Award 2019, a homage promoted since 2009 by ABEDESIGN (Brazilian Association of Design Companies) to acknowledge and highlight the creative and innovative capacity of design in the national economy. We won bronze in the ‘Packaging Design’ category, subcategory ‘Food’.
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