As of Sublime’s essence, “Recarga el buen ánimo”, we proposed to build an extremely structured design system to work its strong identity in a way to contemplate all touch points and reinforce the portfolio strategy.
Along with Nestlé Peru’s marketing, research and innovation teams, CBA B+G carried out an extensive workshop on Brand Senses, a methodology for exploring the brand’s five senses and helping the establishment of the guiding principles of the whole brand identity. The contrast and joy on the colors (vision), the rhythm, the smile, the laughing inspired by the brand (sound), the product’s crunchiness with those little pieces mixed to the chocolate (palate).
Working on the brand’s senses was critical to the next step: exploring different insights to the same message of the brand’s optimism, respecting its essence and its expression territory.
The new identity kept the brand’s proprietary elements, although they were evolved: the trace became a smile and its color system was totally redefined in a way to get closer to Sublime’s inherent senses:
A balance between the iconic blue and silver but added to a color palette full of energy.
We carried out countless material tests and colors to get to the desired contrast. We studied the application of the substrates in different materials, paperboard, laminated – and how it would react when in display racks; we highlighted the contrasts between matte, brightness and color.
Besides recreating all design system and developing a guide on the brand’s use and application (‘brand look’), the most incredible outcome was its cross impact: total integration with the brand communication. As of a consistent and collective work of renewing the identity, JWT, the agency responsible for the brand’s communication adopted a new positioning, the internal staff restructured its product portfolio, the event agency applied the brand’s new concepts as well.
A great case of commitment and integration, which is worth a relevant brand such as Sublime.