Nestle Gold — the premium brand’s new imageCereal Partners Worldwide (CPW) is a joint venture of the world’s largest food companies: Nestlé and General Mills. CPW owns the Nestle Gold cornflakes brand. The Nestle Gold product line consists of Gold Honey Nut flakes with honey and nuts, the sugarcoated Gold Snowflakes, and Gold Corn flakes.Breakfast cereals are still new and unfamiliar for Russian consumers, but they have a great growth potential in the Russian market. In 2016, CPW contacted KIAN with a brief on restarting the Nestle Gold cereal product line to make this product more appealing.THE TASKThe task was to create a new visual representation for the Nestle Gold brand and, therefore, to provide it with a premium image and make it stand out among other Nestle cereal products.THE SOLUTIONThe new premium image of the Nestle Gold brand was based on the minimalistic visual solution. The main visual anchor here is an exquisite and “delicious” image of the product that has become the brand’s pride throughout history. The clean and simple design, against the bright and patchy shelf space of this category, is the main advantage of the brand. It emphasizes that this is a premium class product.Nestle Gold’s new image, which was developed for the Russian Market, was highly praised by the brand team. The global management of CPW acknowledged it as a worthy example, which could also be implemented in other countries.
