NESTLÉ CALIFORNIA

LOGO • PACKAGING

BRIEF


Nestlé was buying “California”, so a new brand identity was needed to communicate the high standards which Nestlé products are based on, without losing the considerable consumer base the brand already had. It was imperative to communicate freshness, family fun, sharing and vitality.
 
SOLUTION


The logo was completely redesigned; a new font was developed for this from scratch and this brand became endorsed by Nestlé’s logo. The green colour was maintained as it was identified as a brand asset and moreover, it helped communicate freshness. 
Target consumer photographs were added to promote loyalty among the consumer base. A white, clean background ensured legibility within the package design. The product flavour was conveyed by a fruit bunch on the upper right corner.