France
Paris
Imagine the responsibility of working with a product that is present in Peruvians’ lives since 1927. Sublime counts on a huge penetration in Peru and lots of meanings to its consumers: the chocolate for relaxing from everyday pressure, childhood’s taste, affection at any time.
Relevant to all those who consume it and to Nestlé Peru (the country’s second most important brand), the brand needed to revitalize its story, renew its identity and, through its iconic and proprietary features, settle its importance in the context of national market.
As a long-time partner, CBA accepted the challenge of reworking Sublime brand through an extensive branding perspective: brand architecture, visual identity, packaging, and finally a global vision integrated with all of the brand’s touch points.
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.
This project won one of the four awards we have earned in the Effie Awards 2019 (Peru), an internationally renowned and respected award in the marketing and communication industry. Sublime received a prize for the advertising campaign “Vístete con una Sonrisa”.
Successful in Brazil for more than 80 years, Nestlé Cooking Cream is an absolute leading product in the category. It is a frequently used ingredient in several recipes, and that is the reason why the brand has decided to invest in a complete identity renewal, aiming to help consumers choose the ideal version to pair each dish.
In order to make consumers’ life easier, Nestlé has decided to hear them. The surveys revealed important insights – the product’s peculiar creamy texture and versatility – that were used to build the new visual identity. The first insight was definitely the key driver of all the creation work – everything revolves around the creaminess, and all the other visual elements were created based on that feature. The solution found was to give consumers the autonomy to choose the variety that best pairs their recipe through a simple and intuitive visual system – the more drops, the creamier.
Concerning versatility, the visual path developed focused on inspiring the consumer by making him or her notice how easy it is to transform a simple, ordinary dish into something special. Thus, we have created packaging that are more connected to the needs of the person who cooks, improving the quality of the information on the label, exploring new recipes and including a QR code for those who want to learn more.
With the renewed design system, and inspired by the real needs of its consumers, Nestle Cooking Cream was back to the media with the campaign “As creamy as it can get!”, a landmark for the brand, which had not launched a communication campaign for 19 years. All the branding work, starting from the visual identity to the subsequent packaging application has also served to rethink the product’s portfolio and the brand’s future steps.
As a result of a workshop on Brand Portfolio Optimization, brand marks and layouts for new lines and varieties of the product were developed, representing a breakthrough innovation, not only in the brand’s portfolio, but in the category as a whole. The Cooking Cream line of sweet and savory pâtés was created! As new (and tasty) as it can get!
This project won the Nielsen Design Impact Awards 2019, a global award that highlights cases of packaging redesign, assessing them as marketing tools. Prestígio’s packaging redesign stood out for increasing the brand’s sales by 46% after the new packaging reached the POS. In 2018, it was also awarded for ABRE Brazilian Packaging Award and Grandes Cases de Embalagem.
Prestígio is natural coconut, Prestígio is Brazil.
Created in 1961, and up to now a synonym for homemade recipes with coconut and chocolate, Prestígio is a genuine Brazilian chocolate deservedly recognized as one of Brazil’s symbolic brands.
Attentive to consumers’ tendencies and desire for more and more natural products, the Swiss multinational, as a leader in products which join nutrition, health and wellness, decided to renew the Prestígio brand. The preservation of its ‘natural coconut origin’ essence was established as the main goal, and CBA B+G was invited to the challenge of reconnecting the brand with its Brazilian chocolovers.
Despite being a traditional brand, preserving its memory is important.
So we started off from the brand’s archeology, in a way to rescue its codes and original shapes and visuals, the fundamental elements for settling down Prestígio’s essence and positioning. In order to grasp the real meaning behind the visual codes and reconnect them with its target audience, we carried out dense exploratory researches, both quantitative and qualitative, always checking the brand’s preliminary concepts and triggers. The research oriented a creative process that gathered strategy, research and design staff.
Hundreds of consumers from several Brazilian states were considered in a deep semiotic study with lots of learnings. We also carried out the Brand Senses methodology, which explores the brand’s five senses and orients the guiding principles that would shape the creative path to reconnecting with its identity: fresh air, nature sounds, the perfect combination of natural coconut and chocolate flavors.
The outcome from the strategy and design works was the translation of all we heard from Prestígio consumers. Its iconic elements – the red color, the textures and the coconut were kept on, although represented in a more natural and authentic way. The sign typography, also recalling a more natural and truthful feeling. On the packaging, wooden boards, slivered ingredients, details in green – nature showing off closer to reality. The boxes were finished with embossment and textures to reinforce the brand’s sensorial aspect. An authentic simplicity to the exact Prestígio extent.
