With a firm equity in milk, chocolates, snacks & beverages, launching a healthy breakfast range seems like the obvious next move. Nestle did just that with the launch of their first ever breakfast range NesPlus in India. Nestle partnered with Elephant for design strategy & packaging for this move.
“Indians have some very peculiar breakfast habits & preferences. What sets this range apart is the fact that it remains crunchy even inside milk. Since the cereals shelves are dominated with multinational & national brands already, this exercise was about creating new category codes while keeping Nestle equity enhanced” says Ashwini Deshpande, Co-founder, Director, Elephant.
Design team at Elephant decided to bring out the multi sensorial consumption experience by using a combination of custom illustrations with product photographs in their full glory. A clean hierarchy with rays connoting the morning mood and colours mirroring the flavours, the range has been designed with flexibility to add more formats & variants.