Partnership
with Nestlé
to renew and
innovate.
Nestlé
Complete
support for
all areas.
Nestlé do Brasil has relied on
FutureBrand´s support since the
beginning of the 1990s.
This has been a strong, successful
partnership that has resulted in
projects for a number of Business
Units, such as Chocolate-flavored
drinks, Cookies, Chocolates, Nescafé,
Ice Cream, Nespresso, Health Care
Nutrition, Children´s Nutrition and
Dairy products.
The company has undertaken
projects ranging from brand strategy
to packaging and environmental
design, all marked by constant
commitment and high technical
quality. Outstanding examples from
this longstanding relationship are the
wide-ranging internal and external
signaling project developed for the
Nestlé plants in the towns of Araras,
Araçatuba, Feira de Santana and Três
Rios, along with a large number of
cases involving the positioning and
packaging of important brands, such
as Nescau, Passatempo, Chokito,
Prestígio etc. in the Chocolates and
Cookies categories.
Nestlé Case Study
2
Nestlé
“FutureBrand handled the
Alpino brand with great
skill and understood its
values and icon status. It
created a well structured
process and put forward
proposals that updated
and gave new dimensions
to the brand, improving the
consumer´s perception.”
Ricardo Bassani
Marketing Manager Chocolates Nestlé Brasil
Nestlé saw a great
opportunity on the
premium chocolate
market for Alpino. A
new visual identity was
created for the brand
inspired by gift wrapping.
The gold was maintained
as well as the old red
ribbon and reworked
to give the packaging a
premium feel. The design
alludes to the grooves in
the chocolate.
In the version of the
chocolates for Easter,
the three flavors – Milky,
Dark and Ao Leite – gain
different colors and
appear in a packaging
that makes an allusion to
a work of art.
A new format for the bars
was then created, which
playfully illustrates the
melting of eight Alpino
chocolates – icons of the
brand through their favor
and unique format.
The purpose was to
introduce all the positive
attributes of the bars
associated with the
original chocolate.
Nestlé Case Study
3
Nestlé
“FutureBrand has always
helped us transform and
innovate the Nescau
brand, without losing
of any of its essence and
maintain the credibility
and trust of consumers.
This has resulted in a
brand that has been in
existence for 80 years
remaining a benchmark
for young people, reflecting
innovation and quality.”
Monica Lopes
Product Manager NESCAU®, Nestlé Brasil
Nescau is Nestlé’s
brand of instantaneous
chocolate powder which,
taking advantage of the
celebration of its 75th
anniversary, launched
“Nescau 2.0” - the
brand’s upgrade -, that
gathers the qualities
which turned the product
into a market leader
in a new formula and
packaging. Addressed to
the young audience, the
interactive language of
internet and games was
used for the creation
and composition of the
packaging.
For the tin, a new shape,
in expanded format,
was developed, inspired
by the tornado, an old
symbol of Nescau. This
resource gave volume
and contour to the
packaging, in an allusion
to the movement and
the daring endeavor
expressed by the brand.
The pictures in the
packaging are from
actual athletes who
are champions in their
modalities.
Nestlé Case Study
4
Nestlé
Nestlé Gold is the leading
global brand in Nestlé´s
Premium chocolates
category. It is made
with the purest Swiss
chocolate and brings the
credibility and tradition
of the world´s best
chocolate.
Toolkit brings
together the rules for
standardizing, using and
publicizing the brand and
its visual universe.
Nestlé Gold is made
with the purest Swiss
chocolate and brings the
credibility and tradition
of the world´s best
chocolate.
Nestlé Case Study
5
Nestlé
A character called Júnior
was created for the milk
biscuits to appeal to the
younger public. Both
convey growth in their
own individual way.
FutureBrand and Nestlé
worked together on new
surveys of the children´s
market which resulted
in packaging that was
adapted to the behavior
of this public at a
certain age.
A character called Júnior
was created for the milk
biscuits to appeal to the
younger public. Both
convey growth in their
own individual way.
Nestlé Case Study
6
©FutureBrand 2012