Passionately nourishing babies to blossom
CBA leveraged the Cerelac brand equity to define one consistent & global visual identity.
Food - Cerelac
Since over 100 years, Cerelac has been partnering with mums all around the world to build a healthier generation, by offering products for babies from 6 months to toddlers.
However, Cerelac was facing 2 main challenges:
The need for a strong brand identity across the world, yet flexible enough to be adaptable to each market needs. Currentlythe brand exists under 4 different brand names and many different packaging identities
The need to rejuvenate & strengthen its promises of nutrition, taste & naturality in order to continue recruiting mums.
Our convictions for the brand :
- Build on heritage
- Anchor the brand foundation, the goodness of cereal, into the brand identity by translating the concept of the “Cereal Caress”.
- Be glocal, having the 4 brand names regrouped under a single brand visual identity, but keeping 4 different colour codes to stay true to the history of each region.
- Remain accessible to stay true to the original Cerelac Brand mission “providing a healthy and dependable alternative source of nutritional to children that cannot not be breastfed”.
The logotype has a generous and protective shape. The “wheat embrace” evocates motherhood, strengthens naturality and reinforces the key emotional attributes of the brand.
The packaging design was simplified and warmed up through natural colours, textures, rounded shape fonts. But also, through the presence of the cheeky Bo presenting the Nestlé scientific reassurances.
The packaging design is consistently applied around the world, allowing a certain flexibility to meet local specificities.
The infant cereals exists under 2 brands: Cerelac & Nestlé. Each offer corresponds to a specific product with a different usage: either bowl or bottle and today the Cerelac pack is iconic through its vivid yellow background.
Cerelac is now expanding with Cerelac's Selection
What we know about food has changed with the discovery of new powerful ingredients with specific properties that challenges old traditional believes. Considering this ever-changing landscape, mothers need help to provide their child the right food.
Nature’s Selection is all about Cerelac unlocking nature’s potential by the selection of very fresh ingredients just harvested from the farm in order to provide the purest & the most powerful ingredient-based recipes for mums to feed their babies.
The Cerelac brand is played as an endorser and design-wise the visual identity of this range stays true to Cerelac key brand properties (warm ambiance, inspired by nature, natural ingredients…) while enabling to express Nature’s selection concept strongly.