Nestlé own many of India’s most famous food and beverage brands including the likes of Nescafé, Munch, Kit Kat and Maggi noodles. FITCH were commissioned to develop an on-pack mnemonic system to enable the corporate brand to communicate with consumers.
As Nestlé’s product brands are famous in their own right in India, an on-pack mnemonic needed to unite product brands under the Nestlé corporate brand. In addition, the symbol needed to be meaningful to the Indian market. Our approach was to create a symbol that allowed Nestlé to speak directly to the consumer.
Our solution makes use of two speech bubbles that subtly create a capital N through the negative space. The upper bubble incorporates Nestlé’s corporate identity; the lower bubble provides the means to include the specific corporate message.
To celebrate Nestlé’s centenary in India, the mnemonic system was further developed to include a set of celebratory stars.
FITCH created a set of guidelines to help brand managers implement the mnemonic across brands. The guidelines provide enough flexibility to ensure that the mnemonic works across different packaging formats and substrates.