When Maggi reimagines itself
Applying a global new identity with respect for local traditions
Food - Nestlé
CBA and Nestlé are partner companies that keep a long relationship. An excellent illustrative example of such joint work is the Maggi brand case.
CBA Paris is the global branding agency for Maggi, and one of the delivered projects was the development of a guideline for implementing the brand’s identity across all countries where it is present. The material comprises the visual identity system and orients the overall brand’s expression: from applying its graphical elements, colors and typology on packaging to any other sort of communication.
For operating the application of new guidelines in LatAm (Colombia, Ecuador, Dominican Republic, Panama, Cuba, Brazil and Mexico), CBA B+G was chosen as a regional partner, a deed we thank to our ability on interpreting the local nuances featured by each country, yet respecting the visual system design for the master brand.
Maggi counts on a high penetration in Latin American households, which makes the region a strategic territory to the brand. But despite its good performance, there was also the opportunity to reformulate its recipes to increase the perception of products’ healthiness.
In such a scenario, the project for applying the brand’s new expression system became even more challenging, given the complexity of its portfolio in a category that comprises many product lines (soup, broth, spice etc.), and within each one of them, different varieties and formats.
Our job started off by what we call brand archeology, a rescue of its ‘artifacts’, that is, verbal and visual codes that, throughout its history, were fundamental to settle the brand’s essence in consumers’ minds.
We carried out a deep dive in each country’s culture to grasp each market’s specificities, the culinary traditions, the tastes and preferences in a way to represent them in the new visual system.
All pictures had to be thought out of that research and regionalized for expressing local habits. Imagine that a simple ingredient such as onion can feature color, size and shape variations depending on its origin country. And “origins” themselves were quite varied in this project: such diverse countries as Dominican Republic, Brazil and Cuba were covered.
We took care of operating most pictures, registering the ingredients and recipes here in Brazil or assigning someone from our local staff to follow-up the photo shooting in other markets.
It was an extensive work of renewing entire product lines, continuously oriented to apply the brand’s new visual expression system, improve recipes’ health appeal and ease consumer navigation through shelves.
Just to give an idea of the project’s dimension, 68 skus were reformulated only in the Brazilian market. Still under the project’s scope, we also developed naming concepts for some product varieties.
Global projects such as this one enlighten our agency’s wingspan and the impact a committed branding work can cause in worldwide brands.
They also help on providing feedbacks between CBA’s offices when we exchange knowledge and specificities from different markets and their local consumers. The brand wins, and so the consumers.