Between tradition and the cutting edge CHALLENGES
To handle a traditional brand To apply brand guidelines to other categories To design a functional architecture for every product FIVESECONDS
The existing product line was inconsistent in the use of both logo —position, style and typography— and image.
Synonymous with tradition, quality,
—whose unmistakable ﬂavor they’ve enjoyed since childhood— as an ally,
conﬁdence and homey ﬂavor,
due to the product itself and the recipes that come with it.
La Lechera® (The Milkmaid) is among the best-established
The proliferation of products under this label had resulted in a loss of
brands on the Mexican market.
visual proportion and balance. Since La Lechera was planning to release
Although the product is made for
even more products and versions, it was just the right time to make the
the whole family, La Lechera has
necessary adjustments in the business game plan. Nestlé Switzerland
historically targeted homemakers,
came up with a banner for each category or business unit at the global
who through tradition and
level, the dairy banner encompassing the brand logo and mountains.
dedication have enjoyed making
The guidelines, aimed at unifying the dairy and refrigerated product
desserts to please their family.
categories, needed to be applied in Mexico.
Besides catering to this segment, product and brand proposals are
intrinsic value s
currently being broadened to encompass homemakers who,
Enjoyment (sweet, pleasant sensations)
due to their lifestyle, have little
Versatility / variety (brand extensions at the global level)
time to cook and therefore seek
Tradition (importance in families for generations)
more practical products. Both
Love of family / recognition
kinds of consumers see La Lechera
Dairy product (with its nutritional connotations)
Published on Jul 3, 2009