Nestlé’s Negresco is one of the most beloved biscuits in Brazil. Its identity needed a revamp to follow the new brand positioning and to strengthen the connection with the main consumers of the product: the centennials.
The well-recognized equities of the brand were maintained, but with a fresher look. The ‘O’ of the logo was turned into a radar icon, to suggest continuous movement and the constant search for new and cool stuff, just like the brand’s target audience.
@ CBA B+G
+ Luis Gustavo Bartolomei, Alex Diniz, Luciano Semeria, Guilherme Matos
2017 / All rights belong to Nestlé and CBA B+G.
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Before and after
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![](https://cdn.myportfolio.com/70d75b91-22c3-4ecb-88dc-8e4233fb069d/e27cac89-b3eb-4f4a-9a5b-841beca577b2_rw_1920.png?h=b9f57d856d2ed372e406c60694387b8d)
![](https://cdn.myportfolio.com/70d75b91-22c3-4ecb-88dc-8e4233fb069d/fe118743-57d3-4225-afd0-f6b6d56192f3_rw_1920.png?h=2ef5e516352f7a709e7776112caca842)