One brand for Latam
For the first time, Nestlé Recipes has been given its own visual identity, aligned with the parent brand but featuring unique traits. The central concept of the identity revolves around the idea of “touch”: the touch of flavor, the human touch, the gesture that transforms preparing a recipe into an emotional experience.
This concept guided the development of a complete brand book with visual, verbal, and accessibility guidelines. The cherry tone was approved as the brand’s main color after contrast and readability tests, also ensuring the necessary neutrality to connect with different audience profiles without feminizing the brand.
The identity was designed to be both applicable and adaptable to various contexts. This includes a co-branding system that allows the brand to operate alongside other Nestlé portfolio icons, such as Maggi, Leite Moça, La Lechera, and Carnation. Specific guidelines were also created for applying the identity to partner and client materials.
The identity was designed to evoke the five senses, highlighting the sounds of the kitchen, visual stimuli, and tactile, taste, and smell references. The goal was to build a brand that could be recognized not only for its quality but also for its sensory experience.
Credits: Ludovic Dapoigny, Ana Biselli, Susana Liu, Natália Rezende, Bruna Moia, Fernanda Varnum, Matheus Calderoni, Natalia Cruz, Guilherme Matos, Daniella Chen, Taynara Lima, Liana Chiapinotto, Paulo Sérgio, Luciano Semeria, Rafael Mangueira, Rafael Vecchio, Gabriel Teixeira, Isabel Melo, Melissa Schiffini, Thiago Tyska, Carolina Barrufini, Fernanda Henriques, Rafaela Feitosa, Barbara Feres, Estela Díaz.
Credits: Ludovic Dapoigny, Ana Biselli, Susana Liu, Natália Rezende, Bruna Moia, Fernanda Varnum, Matheus Calderoni, Natalia Cruz, Guilherme Matos, Daniella Chen, Taynara Lima, Liana Chiapinotto, Paulo Sérgio, Luciano Semeria, Rafael Mangueira, Rafael Vecchio, Gabriel Teixeira, Isabel Melo, Melissa Schiffini, Thiago Tyska, Carolina Barrufini, Fernanda Henriques, Rafaela Feitosa, Barbara Feres, Estela Díaz.
Agency: CBA B+G
