Nestlé’s Negresco is one of the most beloved biscuits in Brazil. Its identity needed a revamp to follow the new brand positioning and to strengthen the connection with the main consumers of the product: the centennials.
The well-recognized equities of the brand were maintained, but with a fresher look. The ‘O’ of the logo was turned into a radar icon, to suggest continuous movement and the constant search for new and cool stuff, just like the brand’s target audience.
@ CBA B+G
Creative Direction: Sam Profeta, Alex Diniz, Luis Gustavo Bartolomei
Client Management: Ana Biselli
Packaging Design: Gui Matos
Lettering: Luciano Semeria
2017 / All rights belong to Nestlé and CBA B+G.
The well-recognized equities of the brand were maintained, but with a fresher look. The ‘O’ of the logo was turned into a radar icon, to suggest continuous movement and the constant search for new and cool stuff, just like the brand’s target audience.
@ CBA B+G
Creative Direction: Sam Profeta, Alex Diniz, Luis Gustavo Bartolomei
Client Management: Ana Biselli
Packaging Design: Gui Matos
Lettering: Luciano Semeria
2017 / All rights belong to Nestlé and CBA B+G.
![](https://cdn.myportfolio.com/ea04d354-f203-473b-adb3-6ee1892b1361/7133d7d9-ad12-485a-ae47-ad624de5148f_rw_1920.png?h=0f45a32f145bbd71de6c1a1d6f8479b8)
![](https://cdn.myportfolio.com/ea04d354-f203-473b-adb3-6ee1892b1361/bbdc3b6b-0c32-491a-a07e-bc3606fbcfec_rw_1920.png?h=9c7339b8532743a4e6477b6a6a4bff40)
![](https://cdn.myportfolio.com/ea04d354-f203-473b-adb3-6ee1892b1361/a920ecd3-6661-4f0d-8342-98dc99aba83b_rw_1920.png?h=cdde933988d5c48dd516ef1785b7538a)
![](https://cdn.myportfolio.com/ea04d354-f203-473b-adb3-6ee1892b1361/7ca28473-408b-4061-ae67-d2fa8d824bea_rw_1920.png?h=9dcf8000b2f4155985280341d447a8dd)
Before and after
![](https://cdn.myportfolio.com/ea04d354-f203-473b-adb3-6ee1892b1361/415c5b80-33d3-41fc-8f9b-d3f3d7cd1877_rw_1920.png?h=17140761e9ee8e57f88389a84eea04a4)
![](https://cdn.myportfolio.com/ea04d354-f203-473b-adb3-6ee1892b1361/a51b96a8-6d8e-40f1-b318-6eabdb2034db_rw_1920.png?h=b4b044554c222ccc6ded09524b139d59)
![](https://cdn.myportfolio.com/ea04d354-f203-473b-adb3-6ee1892b1361/878576d7-0382-4521-9024-0dde0c5bcd90_rw_1920.png?h=d6efa22508d5953b18fffc08ac304158)
![](https://cdn.myportfolio.com/ea04d354-f203-473b-adb3-6ee1892b1361/8ec1d20e-b873-486e-9a29-6688633f72bf_rw_1920.png?h=1e755c5036976eb0c8f1a298b92846df)