The following project was made for the Development of Graphic Design Projects III module, at ESDI (Industrial Design School from the State University in Rio de Janeiro), under the supervision of the module leaders, Marcos Martins and Noni Geiger.
Group project by Gabriela Caldas, Luana Moreira and Bastien Jourdan. December, 2015.
The problem with the original brand.
For this assignment, we had to choose a popular food packaging from the Brazilian supermarkets. We chose the popular chocolate drink Nescau, an original Nestlé product. As we can see above, the original logo (right, edited to add the cockroach) is far too agressive for a chocolate drink product, being more similar to insecticides, which also use the lightening symbol, glow effects and very vibrant colours.
We chose to redesign the logo from scratch and change the commercial approach of the product, bringing the cocoa symbol.
Below it's shown the new logo, colour pallette and information that would have to appear on every product, and the new label for the product.
As for the packaging material, we have chosen the recycled paper tubes, once they can handle impact on transportation and would also ease the whole recycling process of the product. The 200ml carton was kept with the Tetra-Pak material, like the original version.
Outcomes: Packaging prototypes