NESTLE

"Nezhnost" chocolate sweets package redesign

 

In 2008 NESTLE decided to change both the recipe and positioning of NESTLE consumer brand chocolate sweets, with the aim to make the brand modern, innovative and attractive for customers.

An important project for NESTLE, as the chocolate had a well earned reputation for its special and tender taste, MILDBERRY was asked to realize the evolution of the existing packaging, in order to communicate to the customer, Nestle’s commitment to change.

To take this to the next level MILDBERRY worked closely with NESTLE management team to considere research, potential direction and sometimes surprising solutions this highly important and strategic project.
 
  • Tenderness was a clear theme from the start — but not just in relation to the chocolate’s taste. New ways to express tenderness, internationally were explored to reveal different interpretations eventually leading to a rich and sensual visual language highlighting the premium and “dessert” character of the future design.
 
Having worked on a number of possible solutions and alternatives, the conclusion was made that white, was a vital expression of shared understanding for tenderness, allowing the eventual solution also to reflect its premium quality and prestige.
 
Combined with stylized chocolate patterns, lacquered ornament and golden beads the eventual finished design, together with the flowing hot chocolate script: “Sweets made from tender milk chocolate” results in a unique attraction either as a gift or indeed a precious moment of personal tenderness.
 

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