The project, carried out in partnership with FutureBrand So Paulo, now has “Energy that makes life a pleasure” as its signature
Nescau announced a new moment for the brand, which now has a renewed visual identity and positioning. The changes aim to consolidate the brand as a sports and lifestyle platform.
The project, carried out in partnership with FutureBrand São Paulo, now has “Energy that makes life happy” as its signature, emphasizing the brand’s belief that everything has a tasty side to be awakened. To promote its new visual identity and new packaging, the brand partnered with Ogilvy.
The new identity preserved the main iconographic elements of the brand, but added simplicity to highlight the lifestyle instead of performance. Now, the lightning is more synthetic and balanced, the logo’s typography refers to history and the red is even more present.
“Our main challenge was to project Nescau into the future, at the same time preserving its legacy. We did this by further strengthening the essence of the brand, whose purpose is to bring into people’s lives the energy that gives pleasure to live. All with a focus on a journey of inclusive experience, in which multimodal sport becomes the best way to inspire a more active and diverse generation”, explained Filippo Vidal, director and partner at FutureBrand So Paulo.
The repositioning aligns with the brand’s new moment which, in continuity with its ESG strategies, launched a new can with 15% less metal and with a paper label, an element that can be easily separated to optimize the work of those who recycle.
“Much more than being present in Brazilian homes, we want to be agents of significant change in the social and environmental sphere. We know the strength that Nescau has in the public’s imagination and memories and, therefore, we want to use our voice to transform lives and show that, even with small changes in everyday life, we are capable of changing the game, and transforming the world into a place for the new generations that are arriving”, highlighted Luana Carvalho, the brand’s marketing manager.
And to better direct and tell this new moment for the brand, FutureBrand So Paulo also developed the new Nescau website, which has content, information about the Nescau Sports League, product actions, sustainability, education, well-being and recipes, connected to the Nestl Recipes website.
