Nestlé – Joe

Client: Nestlé Romania

Brand: Joe

Project: Packaging redesign

The Brief:

Joe is the iconic wafer brand in Romania with more than 20 years history, owned by Nestle.

Our mission was to redesign the Joe packaging with the main goal of highlighting the new brand positioning: “light indulgence”.

The Solution:

The brand audit revealed that the Joe logo and the purple color were the main brand cues and it was mandatory to keep them as they were.

For the light indulgence territory, we created the “unguilty pleasures” visual universe.

The wings, the hollow and the cloud are the new brand cues that are giving Joe the “light indulgence” look & feel.