Nestle Design & Branding FAST. GET IN MOTION by WMcCann Sao Paulo

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Industry Dairy products & Eggs, Business equipment & services, Corporate Image
Media Design & Branding
Market Brazil
Agency WMcCann Sao Paulo
Creative Director Milton Mastrocessario Cebola, Fabio Matiazzi Wunderman
Art Director Fabiano De Queiroz “Tatu”
Copywriter Ana Dolabela
Designer Adriano Ambrosio
Illustrator Mulheres Barbadas
Released February 2010

Credits & Description

Category: Large Scale Corporate Identity Schemes
Advertiser: NESTLÉ
Product/Service: DAIRY PRODUCT
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: McCANN ERICKSON BRASIL, São Paulo, BRAZIL
Entry URL:
Chief Creative Officer: Alexandre Okada (McCann Erickson)
Creative Director: Milton Mastrocessario (McCann Erickson)
Creative Director: Fabio Matiazzi (McCann Erickson)
Copywriter: Ana Dolabela (McCann Erickson)
Art Director: Fabiano de Queiroz 'Tatu' (McCann Erickson)
Designer: Adriano Ambrosio (McCann Erickson)
Illustrator: Mulheres Barbadas (Mulheres Barbadas)
Motion Design: Tulio Inoue
Motion Design: Andre Nage
Art Buyer: Ricardo Andrade (McCann Erickson)
Media placement: visual identity - Internet - 01/03/2010

Describe the challenges and key objectives

The new brand FAST was created for a young target, but was born with 3 products from Nestlé’s traditional brands. It was necessary to create a unique identity for FAST. A personality strong enough to overcome the association with the 3 older brands that are in the FAST Line but that, separately, are directed to completely different targets.

Describe the brief from the client
Nescau, Neston and Alpino are 3 very traditional Nestlé brands. Alpino is sophisticated. Nescau and Neston are for children. It just so happens that Nescau, Neston and Alpino are also names you see in the FAST Line, a new brand created for teenagers. FAST offers SNACKS TO GO: products that are easy to carry, to be consumed in transit, or anywhere.

Describe how you arrived at the final design
To lauch a brand always in motion, just like its target, we created an identity based on music, rhythm, fun and street art.

Give some indication of how successful the outcome was in the market
The FAST products where sold out in the majority of the large Brazilian distributors as soon as they got to the market. In 3 months we achieved salling golas stipulated for 6 months.