Negresco:
mode ON
A brand that never gets boring, but evolves
Active, multi-task, ultra-connected. Individuals from generation Z, born between 1995 – 2010, also known as centennials, are the first generation of people who didn’t know life without internet and social media. Besides interactivity, another feature of such public is that they adopt brands as a component part of their lives and become their ‘ambassadors’.
That’s the crew that consumes Negresco.
And to follow up its itchy, curious and irreverent community, Nestlé decided to revisit Negresco positioning in order to strengthen the connection to its ambassadors and, even better, to conquer new ones.
Everything changes, crunchiness stays
The challenge was started off by deeply studying the brand’s consumers. They are digital natives, used to continuous innovations; they are open to diversity, changes and learning. In other words, they put their hands on, they like it different – and if it takes long, they get bored.
After looking at the brand’s territory, the next move was to analyze it under the perspective of the five senses, in a wider approach on how to reinforce its fundamental properties beyond its visual features. The product’s contrast differentials – hard/soft, sweet/bitter, the geometry – arose powerfully, indicating that it was critical to recall the proprietary features of the product in its identity.
Movement detected
More dynamic, but simple, adaptable, and unique – keeping its proprietary codes but evolving its elements. From these learnings on, we got to Negresco’s new identity, which acquired a structure with a potential worth being in constant motion: a radar. A symbol suggesting connection, constantly moving and stimulating the quest for novelties.
Its packaging went through a visual cleaning, attaining contrast and a clear expression.
The new visual solution gave life to it, totally in accordance with the brand’s communication agency, which then started using Negresco’s revisited identity in other touch points with the public.
Negresco got more agile and up-to-date drivers, but also keeping the crunchiness of always – after all, some things never change.
