Nestlé®
THE PROBLEM
Nestlé Uruguay challenged us to develop the packaging for a new instant chocolate drink under Águila, a well-established brand in the affordable segment. The product needed to stand out in a highly competitive category and appeal to both children and adults, while preserving Águila’s recognition and avoiding visual codes associated with a premium proposition. In addition, its formulation meant it could not be commercially presented as “cocoa,” creating the need for a distinctive name and identity of its own.
THE STRATEGIC DECISION
We transformed one of Águila’s strongest assets—its name—into the foundation of the new identity. This led to the creation of ChocoBoom, a memorable sub-brand built around energy, movement and instant enjoyment, and to the development of the Águila as a trade character capable of extending beyond the pack.
The visual system combines codes inherited from Águila, such as its characteristic diagonals, with a new universe of blue skies, clouds, sunlight, radial lines and chocolate splashes. Together, these elements create a dynamic and approachable identity that connects with children while retaining the trust and credibility provided by Águila and Nestlé.
THE RESULT
A distinctive packaging system that clearly organizes the roles of Nestlé, Águila and ChocoBoom while delivering strong shelf impact and immediate product recognition. The identity was adapted across 180 g, 400 g and 700 g formats and extended into digital communication through an audiovisual experience accessed from the pack. More than a new package, ChocoBoom became a flexible brand platform prepared to grow across future products and communications.
