Text (DS)
Job:12-84823 Title:RP-Graphic Design That Works
(NEW)
175# Dtp:22 Page:339
NEW)
e:338
LEFT: The brand book
explains the identity’s usage
standards with flair. This is
no boring standards manual.
This one is as colorful and
lively a brand book on
compliance as a designer
is likely to find.
What Works
“This new brand was very successful because of the integrated concept between the
product and communications,” says Ortiz. “The [cow] character is the key graphic. It
communicates fun and flavor in space and allowed us to build in all values and
promises the brand needed to show. The graphics reflect the fun we wanted to com-
municate. The success of the brand was the ability to be fun in a world of products
where all [products] want to be funny.”
Most important, humor is a proven seller. In its first year on the market, the brand
ranked number five in sales in the whole Nestlé México ice cream portfolio without
any additional advertising support.
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