Page 107

The process begins with preliminary sketches to evaluate the visual weight of the different elements that comprise the brand (dairy banner, brand logo, active ingredient and Kinder typography) until the right balance is found. Once the brand’s communication hierarchy is defined, the main image is then sketched to determine whether the illustration of the sun works with the child’s photograph or if only one of these two images should be used.

In the final stage, a three-dimensional, bubblestyle treatment is given to the word Kinder, so that it works together with Nido, creating a more attractive brand impact. The active ingredient is incorporated into the lower portion with a flash of light behind it.

MODEL: MELKER NOVOA TREVIÑO / AGENCY: FRAGMENTOS

FiveSeconds  

FIVESECONDS The time a package on the shelf has to attract the consumer’s attention