{"id":541,"date":"2023-01-22T12:00:10","date_gmt":"2023-01-22T15:00:10","guid":{"rendered":"https:\/\/cba-design.com\/latam\/projets\/creme-de-leite\/"},"modified":"2023-05-25T17:38:56","modified_gmt":"2023-05-25T20:38:56","slug":"creme-de-leite","status":"publish","type":"projets","link":"https:\/\/cba-design.com\/latam\/cases\/creme-de-leite\/","title":{"rendered":"Creme de Leite: Cremosidade que surpreende"},"content":{"rendered":"\t\t
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Sucesso no Brasil h\u00e1 mais de 80 anos, o Creme de Leite Nestl\u00e9 \u00e9 refer\u00eancia absoluta na categoria. \u00c9 um ingrediente muito utilizado em diversas receitas culin\u00e1rias, e, exatamente por este motivo, a marca decidiu investir em uma renova\u00e7\u00e3o completa de sua identidade, pensando em ajudar o consumidor a escolher a vers\u00e3o ideal que combina com cada tipo de prato.<\/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

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\u00c9 gostoso, \u00e9 vers\u00e1til<\/h2>\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
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Com o intuito de facilitar a vida do consumidor, a Nestl\u00e9 decidiu ouvi-los. As pesquisas apontaram insights importantes e que foram utilizados na constru\u00e7\u00e3o de sua nova identidade visual: sua cremosidade caracter\u00edstica e versatilidade. A partir do primeiro insight, a solu\u00e7\u00e3o que encontramos foi oferecer mais autonomia ao consumidor. Permitir que ele escolha a variedade que mais combina com sua receita a partir de um sistema de gotas na embalagem: quanto mais gotas, maior o n\u00edvel de cremosidade.
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J\u00e1 sobre a versatilidade, o caminho visual desenvolvido teve como orienta\u00e7\u00e3o educar o consumidor, de maneira que ele ou ela perceba como \u00e9 f\u00e1cil transformar um prato simples, cotidiano, em algo especial. Assim, criamos embalagens mais modernas e educativas, aumentando a quantidade e a qualidade das informa\u00e7\u00f5es no r\u00f3tulo, explorando receitas e incluindo um QR code para quem quer conhecer outras mais.<\/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

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Repensando o portf\u00f3lio<\/h2>\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
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Com o design system renovado, inspirado pelas necessidades reais de seus consumidores, Creme de Leite Nestl\u00e9 voltou \u00e0 m\u00eddia com a campanha \u201cP\u00f5e cremosidade nisso\u201d, o que \u00e9 um marco para a marca, que estava h\u00e1 19 anos sem lan\u00e7ar uma campanha de comunica\u00e7\u00e3o. Todo o trabalho de branding realizado serviu tamb\u00e9m para repensar o portfolio de produtos e os caminhos futuros da marca. <\/p>

A partir de um workshop de Brand Portfolio Optimization, foram definidas marcas e layouts de novas linhas e variedades de produto, representando inova\u00e7\u00f5es n\u00e3o apenas em seu portfolio, mas na categoria como um todo. Nasceram ent\u00e3o os pat\u00eas Creme de Leite, doces e salgados. P\u00f5e mudan\u00e7a (e sabor) nisso! <\/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

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