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

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Industry 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: Digital Design – Websites & Online Advertising
Advertiser: NESTLÉ
Product/Service: NESTLÉ
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: Digital Design and website - 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
FAST is a new line of products with a personality that is as free as its own target. There are no rules for consuming FAST. Its products are to go, easy to carry, to kill hunger that strikes all of a sudden, anytime and anywhere.

Describe how you arrived at the final design
We created an identity based on music, rhythm, fun and street art. This way, we presented a brand that is always in motion, just like its target.

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