Nestlé Re

Nestlé Re

“Let’s rethink our packaging.”

Introduction

Re is a platform that unites Nestlé’s main initiatives to rethink the environmental impact of their packaging: a system to communicate the technological innovations that have already been developed and the ones that will arise, while inviting consumers to engage on sustainability causes and contribute their own part towards the journey.

Challenge

FutureBrand created Re as a brand, with its own logo and visual elements, thinking about the practical application of packages and communications.

There were defined format standards to the applications on the front and back of the packaging – taking the different shapes' specifications into account. To engage the customers to do their part, Nestlé Brasil also included the partnership with their collector’s cooperatives on the back panel.

Solution

The name “Re” is a suffix to words as rethink, recycle, reduce, reuse, recreate (an efficient resource in Portuguese and that can be translated to other languages), and each variation represents a different stage of Nestlé’s packaging evolution. The logo and the visual universe clearly refers to sustainability, with the leaf form and green colour predominance. The universe expands with icons that symbolise the different stages and initiatives that could be adopted by Re on its future developments.

Results

Initially created for the Brazilian market, Re has been adopted by other Latin American countries and will eventually be globally implemented to the Nestlé brands that create innovative solutions for their packaging.