FutureBrand

Alpino

The Alpino brand has a long tradition on the Brazilian market and is one of Nestlé´s pillar brands. Although it became an icon over the years, the Brand had never been strategically thought out.

The Alpino brand fostered different variations from 1996: the traditional chocolate was joined by a diet version, and took new formats like bars which have become the most popular.

In the light of these changes, FutureBrand saw a great opportunity for Alpino to be present on the premium chocolates market. The product needed to develop its positioning and create a new visual appearance that would bring these features to the brand.

The new visual identity was inspired by gift wrapping paper. The golden color was kept and the old red ribbon redesigned, thereby giving the packaging a premium appearance. The lettering that was created alluded to the grooves which appeared on the individual chocolates. Special attention was paid to the appetite appeal, with new rules for the photographic style.

The new positioning and visual identity consolidates the Alpino brand in the premium chocolate market.

We also developed new formats for the Alpino bar with the aim of conveying all the positive attributes linked to the original individual chocolates without losing the premium aspect.

The bars consist of eight individual Alpino chocolates melted together in a rather playful way. Each part of the bar contains a small chocolate and has the same weight as one Alpino – the historic icon of the brand.