Present in Mexicans’ lives for over 70 years, Carlos V has a lot to tell.
Even though it is the leader brand when it comes to chocolate in the country and counting on a portfolio that embraces the publics of any age – especially children and teens, the brand noticed a great opportunity to keep its leading spot and relevance in the market: to rescue and celebrate its legacy.
The traditional brand had already started its journey to conquer new consumers by launching relevant products to its different targets. For adults, the decision was to launch a premium, handmade and special chocolate line baptized as Carlos V Reserva Real.
Since the teams from CBA B+G and Chocolates Nestlé in Mexico had previously developed the architecture of Carlos V brand, which resulted in the portfolio extension and the conception of Carlos V Reserva Real’s strategy, we were naturally invited to raise the concept for the new line of premium products. Another project that reinforces and evidences our differential as an agency that combines strategic thinking with the creative and intuitive force of design.
In order to get to the creative concepts that would translate the positioning of Reserva Real, we carried out the complete exploratory process. We deepened in the brand’s essence and territory, then concluded that we could leverage three important attributes: obviously the tradition and longevity, but, added to that, its ‘chocolate mastership’, that is the refinement in the art of producing chocolate throughout the years, and the fact of hand selecting the best cocoa grains, which brings a genuine and unmistakable taste to chocolate.
As of this unique value proposition, we analyzed the consumer in order to get to an insight that could help us tracing the path to be explored towards the creation of visual identity, whose target public are adults who are proud of their achievements, seeking a simple but elegant and sophisticated reward in a product that evenly prizes their legacy.
With the brand pillars defined, we studied the typical codes of the premium universe – textures, colors, shapes and typography so we could then create the pathway for brand expression, always respecting the hierarchy and integration to the mother brand.
New editions of Carlos V Reserva Real pay tribute to the three most important civilizations in chocolate history: Mayans, Aztecs and Olmecs. Each one of them honoring the pure and strong taste from authentic national cocoa, chosen by experts and guaranteed by Nestlé Cocoa Plan®, an initiative that supports farmers, ensures a sustainable production and preserves the environment.
A project that delivered product innovation, respecting the brand’s historical codes whereas adding new ones.
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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