Todays post comes from CB’a Graell Spain with their rather beautiful work for Nestlé Gold.
Here’s the low down taken from the CB’a Graell website:
Nestlé Gold’s visual image lacked strong points of differentiation for consumers. The brand decided to build on a new positioning, to reveal its assets : « Chocolate that invites you to discover unsuspected sensations ».
Gold lies at the core of the brand’s DNA, and instantly evokes quality and refinement. At the heart of the concept, an explosion of golden powder brings the brand to life and to its attributes, exploring new territories of expression.
The golden explosion, as a dynamic and innovative visual imprint, enables the brand to homogenize its offer while showcasing its positioning and equity. The contrast between a deep black background and vivid and luminous colours livens up the design and reveals a new dimension. The photographic style calls on the codes of gastronomy with stylized details, shaping a consistent and harmonious set.”
The new branding device uses the base of the previous design but enriches the brand with the use of the powdered gold explosion. This instantly conjures up ideas of an explosion of flavour in your mouth and at the same time creates an excellent visual anchor in which to base the brand.
Overall the redesign is perfectly in line with the brief and has helped to develop the brands asthetic giving the packaging greater standout on shelf and visual appeal, so overall we think it’s a job very well done.
Make sure you get yourself over to the CB’a Graell website to check out more of their excellent work.