CLIENT: GRUPO LALA • COUNTRY: MEXICO • YEAR: 2011-2018
Branding Brand Strategy Logo Packaging
Because of its high level of nutrients, milk is a part of the basic food groups. However, in the context of the dairy market, there has always been a consumption barrier for nutritious products because of their high production costs.
Nutrileche is a dairy product balanced and formulated with the best ingredients and nutrients to help families eat healthier.
The brand should position itself as the segment leader. Several regulations and downgrading of the category forced the brand to begin a new discourse with the homemaker. Our client´s commitment was to launch a brand associated with a not-so-bright past and able to capture new markets.
A good design must be accessible to everyone, therefore, the brand was renovated and transformed at its core, modifying each one of its visual attributes without losing the important promise of its value proposition. A color blocking strategy was created that identified the brand anywhere. Its new emotional attributes managed that the homemaker perceived it as the day to day heroine. To that goal, the cow Pili was presented as a new friendly character that is close to the entire family.
After these key elements, the brand has evolved and expanded into new categories, each one with its own attributes, but always following the guidelines of the main brand.
Today, Nutrileche is the fourth brand in Mexican household penetration and continues to look to the future for new markets.