Nestlé®
THE PROBLEM
Vascolet has been on the Uruguayan breakfast table for decades. That’s an advantage — and a constraint. When Nestlé decided to launch a Dulce de Leche variant as a limited edition, the risk wasn’t designing something new. It was doing so without breaking the recognition of a brand that already lives in the consumer’s emotional memory. On the shelf, flavor differentiation had to read before anyone read the words.
THE STRATEGIC DECISION
We didn’t start from scratch or touch the base architecture. We preserved Vascolet’s identity codes — red top block, prominent logotype, iconic character — and built a new visual world within that system: a warm palette of golds and creams that communicates Dulce de Leche before reading, a high-appetite splash mixing chocolate and caramel, and the character integrated into the new scene without losing energy or coherence with the product family.
THE RESULT
A pack that reads in one second. Clear differentiation within the line without fragmenting the brand system. And a visual system that works both on the shelf and in digital communication — mockups, key visuals, and campaign scenes ready to activate.
