Clients Nestle, Industry Consumer Goods and Services, Expertise Brand Communications
Challenge
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.
Insight
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.
Solution
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.