Nestlé®
THE PROBLEM
Copacabana is a chocolate brand with real history in the Uruguayan market. Translating that heritage into a new format — hot chocolate in individual sachets — raised a concrete tension: modernize without losing the familiarity that makes consumers choose the brand. And in a small format, packaging has to do all the work on its own: communicate what the product is, how it’s prepared, and what experience it delivers — in a single glance from the
shelf.
THE STRATEGIC DECISION
The insight was not to ignore the history of cacao — but to use it. We incorporated a visual texture inspired by pre-Columbian patterns that anchors the product in the authenticity of its origin, without resorting to decorative excess. The product image was designed to anticipate the experience: the viscosity of the chocolate, the spoon, the preparation ritual. Everything communicates before the sachet is opened.
THE RESULT
A visual system that keeps the Copacabana universe recognizable, differentiates within the category, and generates immediate recognition on the shelf. The new format entered the market with its own identity — not as a generic extension of the parent brand.
