Nestle Stash
How do we make a land of multiple cultures relate to Nestle breakfast? We realised that we need to create a unifying movement. And that unlike other countries, India does not have its own phrase to signify ‘Have a good meal’. Thus we create one, to celebrate our common love for food - Happy Niwala. Think of Nestle whenever you have a good meal. And what is the most important meal of all? Breakfast. Presenting Nestle Stash - Subah ka Niwala - a wholesome breakfast range with a packaging that incorporates the on-the-go millennial behaviour.
Health conscious
Fast paced
Everyday aficionado
Whose growls are we addressing?
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Shiva Balachandran
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Shiva is a 25 year old engineer, residing in Bangalore. Shiva is the kind who hits the snooze on his alarm 8 times on a weekday, while weekends are only for sleeping. His working hours are not fixed, yet he prioritises having a life outside of work. He makes sure he runs twice a week. He prefers watching movies adapted from books, rather than reading them.
His story
He often tries to balance eating junk food
by skipping the immediate next meal. But
that doesn’t stop him from trying out the
latest restaurants in the city, which when paired with the best wine, makes Shiva’s weekend. He keeps himself updated with
the latest trends, in fashion and culture.
You will never find Shiva lagging to his peers, in any conversation.
What can Nestle do for Shiva?
Despite being a country that celebrates food, we don’t have a phrase that
represents this celebration.
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A new wave for Nestle
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Nestle presents
“Happy Niwala” - India’s own phrase for “Have a good meal”.
A Nestle initiative to promote the joy of eating a good, fulfilling meal in a unique way.
The new phrase keeps in mind our trends, as well as induces a cultural change.
Happy because how else do you greet someone?
“Happy birthday”, “Happy Diwali”, “Happy Rakshabandhan”
Niwala, meaning mouthful, because every mouthful is meant to be savoured.
Nestle Stash
Subah ka Niwala
Nestle Breakfast Range
Stash
Tasty
Munching
Accumulate
Assortment
Hunger
Fast
Solful
Kick-start
Safetynet
Energy
Anytime
Personal
Happy
Cache
Amass
Fuel
Binge
Young
Collection
Familiar
Minimal
Good
Gobble
Mine
Food
Stockup
Healthy
Induldge
Reload
Refill
Fresh
Nutritious
Tagline
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“Subah ka Niwala”
Whenever you
think mornings, think Nestle;
think breakfast, think Nestle;
think “the perfect start to the day”, think Nestle.
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Colour palette
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A wide range of colours were chosen for Nestle Stash because it has a wide range
of offerings.
The colours picked are vibrant, popping and fresh, keeping with the moodboard.
The target audience and their fun-loving lifestyle preferences, for eg. the bright colours they wear was taken into consideration, thus these colours will grab their attention and seem more approachable to them.
While picking colours, digital and print aspects were kept in mind. These shades won’t look different across medium.
Logo Design
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Logo Lockup
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Lights, Niwala, action!
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In times when speech is not necessary or possible, there are certain gestures that come naturally to us.
A thumbs up represent yes/okay/done
A shrug represents ‘I don’t know’
Colour usage for nutrition
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Since Nestle Stash fulfills various nutritional requirements, colours were picked to represent each of the nutrients, to help consumers pick the right products according to their needs.
As the portfolio increases, the colour palette will be further broadened.
Calcium
Vitamins
Carbs
Protein
Iron
Patterns
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Packaging will carry patterns representing the core ingredient of the product. If cereal and milk are being sold, cereal becomes the primary ingredient.
Each pattern has been inspired by that ingredient’s natural form.
For eg. the lines formed when stiring coffee.
As the portfolio increases, further patterns will be added to this.
Visual elements
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Specific visual elements were created to
symbolize certain features of the product.
Keeping this behaviour in mind, we came up with a sign for asking if you have eaten your subah ka Niwala - a reminder to your loved ones so that their day doesn’t begin on an empty stomach.
liquid form
Healthy, superior food group
Filled with nutrients
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On-the-go packaging
To cater to the millenial who is always on the move, a range of on-the-go combo packs to be created, so that there are no more excuses to not eating breakfast.
Self heating coffee packaging
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A self heating coffee cup to enjoy a
perfect morning coffee without the
hassle of even boiling water!
Exploded view
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The bottom sections contain lime stone and water, which when combined creates sufficient energy required to heat a cup of milk.
The last section, containing water, has sharp spokes, which will pierce the film separating the water and lime stone,
when twisted.
This reaction will be visible on the
thermo-sensitive packaging, which will inform the consumer that the milk in hot!
The consumer can then add coffee and sugar according to their preference and have a steaming cup of coffee anywhere.
Hover on the image
How it works
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After
Before
Twist the bottom
Shake the cup lightly and
place it upside down
Keep inverted till the
colour of the logo changes
Add coffee and sugar to make your favourite cup of Nescafe
Cereal-milk combo
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A packaging with two segments containing cereal and milk, with a pulling
mechanism to enable opening of the top container and easy mixing of the two. With a self contained spoon making, making for a one pack healthy breakfast.
The pack is held together by a sea green plastic (HDPE) ribbon, which when
removed will allow access to the pink
aluminium foil. This can be pulled out, without opening the box to let the cereal fall perfectly into the milk.
How it works
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Peel the ribbon
Pull the Aluminium lid
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Airports and metro stations could have a Nestle Stash Cafe, wherein all the products from this range will be served. This will act as a point of sale and make the connect with on-the-go eating.
Mobile application
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The interactive Nestle Stash app to
increase engagement, become a
part of their lifestyle and thus remain
top-of-mind with our consumers.
Direct sales, nutritional information, gamified profile, healthy recipes and related events will keep the customer on board.
Related events our user would be
interested in,enabled by brand tie-ups.
User data and profile based on consumption of Nestle Stash and gamification.
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Features
Customized product packages in
one click.
Nutritional information of the
selected bundle.
Recipes using Nestle Stash.
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