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STARTING POINT
Nestle Peru came to us with a purpose: the graphic modernization and the expansion of their line of Ecco products in the Peruvian market. The main goal was to consolidate the benefits and the natural characteristics that the historical brand and its product already had, taking advantage of this strength to launch new products in the market.
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CHALLENGE
As part of the challenge, we had to modernize the visual identity of the brand Ecco and its packaging, communicate the natural essence and the benefit of its products and its practical preparations, this being a much valued characteristic by the target audience. We also had to distance from the graphic codes that are associated with coffee and expand the Ecco brand through new territories: products that are consumed cold and premium presentations based on cereals mixes.
SOLUTION
After analyzing the barley category at a global level and bearing in mind the goals requested by the client, we arrived at certain conclusions that turned into the guidelines for the design proposal. Adding a background that alludes to a barley field and choosing a warm color palette help to communicate the naturalness of the product. With very carefully chosen images and the inclusion of seals and claims for the communication of benefits, we crowned the graphic proposal for the renovated identity of the line of Ecco products.
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CAREFULLY CHOOSING THE IDENTITY IMAGES FOR ECCO HELPED TO ACHIEVE THE GOALS SET BY NESTLÉ.
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