{"id":26215,"date":"2025-09-08T15:10:15","date_gmt":"2025-09-08T18:10:15","guid":{"rendered":"https:\/\/cba-design.com\/latam\/?post_type=projets&#038;p=26215"},"modified":"2025-09-08T15:32:59","modified_gmt":"2025-09-08T18:32:59","slug":"recetas-nestle","status":"publish","type":"projets","link":"https:\/\/cba-design.com\/latam\/es\/cases\/recetas-nestle\/","title":{"rendered":"Recetas Nestl\u00e9"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"26215\" class=\"elementor elementor-26215\" data-elementor-post-type=\"projets\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-416caba elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"416caba\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c3f40f6\" data-id=\"c3f40f6\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-92ee478 elementor-widget elementor-widget-heading\" data-id=\"92ee478\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Una plataforma, m\u00faltiples pa\u00edses, un solo universo de marca <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0c4e9d2 elementor-widget elementor-widget-text-editor\" data-id=\"0c4e9d2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">Nestl\u00e9 ha dado un paso importante hacia la integraci\u00f3n de su presencia en Am\u00e9rica Latina con la unificaci\u00f3n de la marca Nestl\u00e9 Recetas. El proyecto implic\u00f3 la migraci\u00f3n de todos los sitios locales latinoamericanos \u2014desde M\u00e9xico hasta Argentina, pasando por el Caribe, Brasil y Centroam\u00e9rica\u2014 a un \u00fanico ecosistema omnicanal, que vive tanto en el mundo digital como en el offline, en 3 idiomas (espa\u00f1ol, portugu\u00e9s e ingl\u00e9s). La plataforma renovada se estrena como un espacio cohesivo, con identidad visual propia y una propuesta de valor com\u00fan, orientada a facilitar la vida de quienes cocinan en el d\u00eda a d\u00eda, emprenden en la gastronom\u00eda o act\u00faan en el comercio minorista de alimentos.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">CBA B+G fue responsable de desarrollar la estrategia de branding y la nueva identidad de la marca, en colaboraci\u00f3n con Publicis y Digitas, agencias de comunicaci\u00f3n digital de Nestl\u00e9.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7d6df328 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"7d6df328\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4aee2593\" data-id=\"4aee2593\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2dadf73e elementor-widget elementor-widget-image\" data-id=\"2dadf73e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/02-3.webp\" class=\"attachment-full size-full wp-image-26226\" alt=\"\" srcset=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/02-3.webp 1920w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/02-3-1120x630.webp 1120w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/02-3-1400x788.webp 1400w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/02-3-520x293.webp 520w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/02-3-768x432.webp 768w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/02-3-1536x864.webp 1536w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-561f3ee elementor-widget elementor-widget-video\" data-id=\"561f3ee\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;,&quot;autoplay&quot;:&quot;yes&quot;,&quot;play_on_mobile&quot;:&quot;yes&quot;,&quot;mute&quot;:&quot;yes&quot;,&quot;loop&quot;:&quot;yes&quot;,&quot;yt_privacy&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen allow=\"autoplay\" title=\"Reproductor de v\u00eddeo vimeo\" src=\"https:\/\/player.vimeo.com\/video\/1115952135?autoplay=1&amp;playsinline=1&amp;color&amp;autopause=0&amp;dnt=true&amp;loop=1&amp;muted=1&amp;title=0&amp;portrait=0&amp;byline=0#t=\"><\/iframe>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7fbf94ce elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7fbf94ce\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7c74f43a\" data-id=\"7c74f43a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6c8e2c89 elementor-widget elementor-widget-heading\" data-id=\"6c8e2c89\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">De un sitio de recetas a una plataforma de experiencias <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-79869290 elementor-widget elementor-widget-text-editor\" data-id=\"79869290\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">M\u00e1s que una reformulaci\u00f3n visual, el proyecto marca la evoluci\u00f3n de Nestl\u00e9 Recetas hacia una plataforma de servicios. La propuesta fue crear un entorno digital que ofrezca recetas y acompa\u00f1e al consumidor en su rutina en la cocina. La curadur\u00eda est\u00e1 a cargo de la propia Nestl\u00e9, lo que refuerza sus credenciales como autoridad en el tema.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Adem\u00e1s de las recetas, la plataforma ofrece consejos sostenibles, sugerencias de men\u00fa y resuelve dilemas pr\u00e1cticos como \u201c\u00bfQu\u00e9 voy a cocinar hoy?\u201d. El enfoque est\u00e1 en presentar usos pr\u00e1cticos de los productos Nestl\u00e9, de manera \u00fatil y accesible para diferentes p\u00fablicos: consumidores finales, emprendedores gastron\u00f3micos y el propio retail, con una presencia estrat\u00e9gica en el punto de venta.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2579bd19 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"2579bd19\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-77f3d61d\" data-id=\"77f3d61d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-10d81c9 elementor-widget elementor-widget-video\" data-id=\"10d81c9\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;,&quot;autoplay&quot;:&quot;yes&quot;,&quot;play_on_mobile&quot;:&quot;yes&quot;,&quot;mute&quot;:&quot;yes&quot;,&quot;loop&quot;:&quot;yes&quot;,&quot;yt_privacy&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen allow=\"autoplay\" title=\"Reproductor de v\u00eddeo vimeo\" src=\"https:\/\/player.vimeo.com\/video\/1116841225?autoplay=1&amp;playsinline=1&amp;color&amp;autopause=0&amp;dnt=true&amp;loop=1&amp;muted=1&amp;title=0&amp;portrait=0&amp;byline=0#t=\"><\/iframe>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div class=\"elementor-element elementor-element-6e96999 e-con-full e-flex e-con e-parent\" data-id=\"6e96999\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-df1014d e-con-full e-flex e-con e-child\" data-id=\"df1014d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0561079 elementor-widget elementor-widget-image\" data-id=\"0561079\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"961\" height=\"1081\" src=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/05-2.webp\" class=\"attachment-large size-large wp-image-26229\" alt=\"\" srcset=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/05-2.webp 961w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/05-2-462x520.webp 462w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/05-2-768x864.webp 768w\" sizes=\"(max-width: 961px) 100vw, 961px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7bc427b e-con-full e-flex e-con e-child\" data-id=\"7bc427b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1f1e6d0 elementor-widget elementor-widget-image\" data-id=\"1f1e6d0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"960\" height=\"1080\" src=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/06.webp\" class=\"attachment-large size-large wp-image-26118\" alt=\"\" srcset=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/06.webp 960w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/06-462x520.webp 462w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/06-768x864.webp 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8de39c2 e-con-full e-flex e-con e-parent\" data-id=\"8de39c2\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f65177a elementor-widget elementor-widget-video\" data-id=\"f65177a\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;,&quot;autoplay&quot;:&quot;yes&quot;,&quot;play_on_mobile&quot;:&quot;yes&quot;,&quot;mute&quot;:&quot;yes&quot;,&quot;loop&quot;:&quot;yes&quot;,&quot;yt_privacy&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen allow=\"autoplay\" title=\"Reproductor de v\u00eddeo vimeo\" src=\"https:\/\/player.vimeo.com\/video\/1116756242?autoplay=1&amp;playsinline=1&amp;color&amp;autopause=0&amp;dnt=true&amp;loop=1&amp;muted=1&amp;title=0&amp;portrait=0&amp;byline=0#t=\"><\/iframe>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1427ced elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1427ced\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-51e1abc6\" data-id=\"51e1abc6\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-55280e58 elementor-widget elementor-widget-heading\" data-id=\"55280e58\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Una identidad con un toque humano y sabor local <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-132cd23d elementor-widget elementor-widget-text-editor\" data-id=\"132cd23d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">Por primera vez, Nestl\u00e9 Recetas cuenta con una identidad visual propia, alineada con la marca madre, pero con rasgos singulares. El concepto central de la identidad gira en torno a la idea de \u201ctoque\u201d: el toque de sabor, el toque humano, el gesto que transforma la preparaci\u00f3n de una receta en una experiencia afectiva.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Este concepto gui\u00f3 el desarrollo de un brand book completo, con lineamientos visuales, verbales y de accesibilidad. El tono cherry fue aprobado como color principal de la marca tras pruebas de contraste y legibilidad, garantizando tambi\u00e9n la neutralidad necesaria para dialogar con diferentes perfiles de p\u00fablico, sin feminizar la marca.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">La identidad fue dise\u00f1ada para ser aplicable y adaptable a diferentes contextos. Esto incluye un sistema de co-branding que permite la actuaci\u00f3n de la marca junto a otras referencias del portafolio Nestl\u00e9, como Maggi, Leite Mo\u00e7a, La Lechera y Carnation. Tambi\u00e9n se desarrollaron gu\u00edas espec\u00edficas para la aplicaci\u00f3n de la identidad en materiales de socios y clientes.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-526dba37 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"526dba37\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-da72c36\" data-id=\"da72c36\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5634b3dc elementor-widget elementor-widget-image\" data-id=\"5634b3dc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/09.gif\" class=\"attachment-full size-full wp-image-26131\" alt=\"\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div class=\"elementor-element elementor-element-d84bb44 e-con-full e-flex e-con e-parent\" data-id=\"d84bb44\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-82dced8 elementor-widget elementor-widget-video\" data-id=\"82dced8\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;,&quot;autoplay&quot;:&quot;yes&quot;,&quot;play_on_mobile&quot;:&quot;yes&quot;,&quot;mute&quot;:&quot;yes&quot;,&quot;loop&quot;:&quot;yes&quot;,&quot;yt_privacy&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen allow=\"autoplay\" title=\"Reproductor de v\u00eddeo vimeo\" src=\"https:\/\/player.vimeo.com\/video\/1116858942?autoplay=1&amp;playsinline=1&amp;color&amp;autopause=0&amp;dnt=true&amp;loop=1&amp;muted=1&amp;title=0&amp;portrait=0&amp;byline=0#t=\"><\/iframe>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-648ba24 e-con-full e-flex e-con e-parent\" data-id=\"648ba24\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-b9b3b7c e-con-full e-flex e-con e-child\" data-id=\"b9b3b7c\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0c6cf02 elementor-widget elementor-widget-image\" data-id=\"0c6cf02\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"1080\" src=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/12.webp\" class=\"attachment-large size-large wp-image-26136\" alt=\"\" srcset=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/12.webp 960w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/12-462x520.webp 462w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/12-768x864.webp 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5b1eed3 e-con-full e-flex e-con e-child\" data-id=\"5b1eed3\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6dd9640 elementor-widget elementor-widget-image\" data-id=\"6dd9640\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"1080\" src=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/13.webp\" class=\"attachment-large size-large wp-image-26139\" alt=\"\" srcset=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/13.webp 960w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/13-462x520.webp 462w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/13-768x864.webp 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-2fd6c05 e-con-full e-flex e-con e-parent\" data-id=\"2fd6c05\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-29a1e0a elementor-widget elementor-widget-video\" data-id=\"29a1e0a\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;,&quot;autoplay&quot;:&quot;yes&quot;,&quot;play_on_mobile&quot;:&quot;yes&quot;,&quot;mute&quot;:&quot;yes&quot;,&quot;loop&quot;:&quot;yes&quot;,&quot;yt_privacy&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen allow=\"autoplay\" title=\"Reproductor de v\u00eddeo vimeo\" src=\"https:\/\/player.vimeo.com\/video\/1116862241?autoplay=1&amp;playsinline=1&amp;color&amp;autopause=0&amp;dnt=true&amp;loop=1&amp;muted=1&amp;title=0&amp;portrait=0&amp;byline=0#t=\"><\/iframe>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ed657e5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ed657e5\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b5ad170\" data-id=\"b5ad170\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a64111a elementor-widget elementor-widget-heading\" data-id=\"a64111a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Un lenguaje sensorial y accesible para toda la regi\u00f3n <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-778c36d elementor-widget elementor-widget-text-editor\" data-id=\"778c36d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">El proceso de creaci\u00f3n estuvo guiado por investigaciones profundas. Mapeamos los lenguajes y visuales utilizados en las plataformas de recetas de Nestl\u00e9 en los pa\u00edses involucrados, analizamos a la competencia, realizamos entrevistas con stakeholders globales y locales, y llevamos a cabo pruebas de aprobaci\u00f3n con consumidores.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">La identidad fue dise\u00f1ada para evocar los cinco sentidos, valorizando los sonidos de la cocina, est\u00edmulos visuales y referencias t\u00e1ctiles, gustativas y olfativas. El objetivo fue construir una marca que pudiera ser percibida y recordada por su calidad y tambi\u00e9n por la experiencia sensorial.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ae3a95d elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"ae3a95d\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b1f1699\" data-id=\"b1f1699\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9436254 elementor-widget elementor-widget-image\" data-id=\"9436254\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1921\" height=\"1081\" src=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/15-2.webp\" class=\"attachment-full size-full wp-image-26233\" alt=\"\" srcset=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/15-2.webp 1921w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/15-2-1120x630.webp 1120w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/15-2-1400x788.webp 1400w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/15-2-520x293.webp 520w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/15-2-768x432.webp 768w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/15-2-1536x864.webp 1536w\" sizes=\"(max-width: 1921px) 100vw, 1921px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7262c00 elementor-widget elementor-widget-image\" data-id=\"7262c00\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1921\" height=\"1081\" src=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/16-2.webp\" class=\"attachment-full size-full wp-image-26236\" alt=\"\" srcset=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/16-2.webp 1921w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/16-2-1120x630.webp 1120w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/16-2-1400x788.webp 1400w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/16-2-520x293.webp 520w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/16-2-768x432.webp 768w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/16-2-1536x864.webp 1536w\" sizes=\"(max-width: 1921px) 100vw, 1921px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-811a1de elementor-widget elementor-widget-image\" data-id=\"811a1de\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1921\" height=\"1081\" src=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/17-ezgif.com-optiwebp.webp\" class=\"attachment-full size-full wp-image-26239\" alt=\"\" srcset=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/17-ezgif.com-optiwebp.webp 1921w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/17-ezgif.com-optiwebp-1120x630.webp 1120w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/17-ezgif.com-optiwebp-1400x788.webp 1400w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/17-ezgif.com-optiwebp-520x293.webp 520w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/17-ezgif.com-optiwebp-768x432.webp 768w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/17-ezgif.com-optiwebp-1536x864.webp 1536w\" sizes=\"(max-width: 1921px) 100vw, 1921px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div class=\"elementor-element elementor-element-5833ce9 e-con-full e-flex e-con e-parent\" data-id=\"5833ce9\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ed7cd87 elementor-widget elementor-widget-video\" data-id=\"ed7cd87\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;,&quot;autoplay&quot;:&quot;yes&quot;,&quot;play_on_mobile&quot;:&quot;yes&quot;,&quot;mute&quot;:&quot;yes&quot;,&quot;loop&quot;:&quot;yes&quot;,&quot;yt_privacy&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen allow=\"autoplay\" title=\"Reproductor de v\u00eddeo vimeo\" src=\"https:\/\/player.vimeo.com\/video\/1116855378?autoplay=1&amp;playsinline=1&amp;color&amp;autopause=0&amp;dnt=true&amp;loop=1&amp;muted=1&amp;title=0&amp;portrait=0&amp;byline=0#t=\"><\/iframe>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-871dd1c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"871dd1c\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4141a56\" data-id=\"4141a56\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2640b23 elementor-widget elementor-widget-heading\" data-id=\"2640b23\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Del digital a la g\u00f3ndola: una marca que vive en m\u00faltiples canales <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a743ef1 elementor-widget elementor-widget-text-editor\" data-id=\"a743ef1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">El lanzamiento de la nueva identidad vino acompa\u00f1ado de una estrategia de activaci\u00f3n amplia y conectada. Con foco en la relaci\u00f3n a largo plazo con el consumidor, la comunicaci\u00f3n 360\u00b0 incluye desde acciones de connected packaging hasta contenidos personalizados v\u00eda WhatsApp. Los envases tambi\u00e9n ganan m\u00e1s protagonismo, con enlaces directos a recetas y consejos pr\u00e1cticos de preparaci\u00f3n, creando un puente directo entre producto y experiencia culinaria.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">El resultado es una marca \u00fanica que conecta a diferentes p\u00fablicos en torno a un h\u00e1bito esencial: cocinar, con sabor, practicidad y consistencia en toda Am\u00e9rica Latina.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div class=\"elementor-element elementor-element-2a7df02 e-con-full e-flex e-con e-parent\" data-id=\"2a7df02\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-63863d1 e-con-full e-flex e-con e-child\" data-id=\"63863d1\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7c06588 elementor-widget elementor-widget-image\" data-id=\"7c06588\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"1080\" src=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/20.webp\" class=\"attachment-large size-large wp-image-26153\" alt=\"\" srcset=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/20.webp 960w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/20-462x520.webp 462w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/20-768x864.webp 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-9f9c0e2 e-con-full e-flex e-con e-child\" data-id=\"9f9c0e2\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ea1f502 elementor-widget elementor-widget-image\" data-id=\"ea1f502\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"961\" height=\"1081\" src=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/21-1.webp\" class=\"attachment-large size-large wp-image-26242\" alt=\"\" srcset=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/21-1.webp 961w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/21-1-462x520.webp 462w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2025\/09\/21-1-768x864.webp 768w\" sizes=\"(max-width: 961px) 100vw, 961px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0ac279d e-con-full e-flex e-con e-parent\" data-id=\"0ac279d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-39565bf elementor-widget 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