Back panels with different accessories were offered during a couple of years. Pictured above: a door hanger and a photo holder. Nestlé markets 2 cereal box sizes in our local stores, but instead of simply printing the same accessories bigger (in bigger boxes), I suggested us to create different layouts for each size, and sensibly Nestlé agreed.
New back panels were offered every two months. So there were quite a preparation for the upcoming updates. Door hangers with funny remarks and different moods (say, "Help! My room is a mess", "Keep out: I'm studying", or "I'm hungry!") were printed along those years
Picured above: a cut out bingo game and dinosaur footsteps maker
When Nestlé broke in the Brazilian local breakfast cereals market - by the time owned by Kellog - it decided to leverage its consumer perception using household brands. Thus, lending integrity to these new products.
Moça Flakes inherited the “Milk maid” condensed milk brand. So the communication has a family-oriented appeal targeted both at moms and kids.
While designing this package, Nestlé asked to highlight a specific detail: this box packed about 20% more than the competition - but I shouldn't crowd the graphics. My suggestion was: lets put 2 bowls of cereal on the front cover and blur one of them, to make the front one stand out.
Aimed at kids, the back panel showed some funny text snippets that went "how NOT to be like a zombie when you wake up: have some Milk Maid cereal in your breakfast", "just left my cereal bowl on the table for a second but the dog ate it", "remember: everything here is true". And so on.
The back panel for this cereal brand was scheduled to change every other month, so I had to plan this in advance and show at least 2 different options (to the product manager see and evaluate) a month ahead.
This back panel offers some "believe it or not" (and pretty useless) facts about this cereal, like "a frog would take more than 2 minutes to empty out all 283 flake from this cereal box using only its tongue", or "if you could pile these flakes, they would reach 85 centimeters high", and "this box now carries 11 breakfast size portions, instead of previous 9 portions". Ok, not all information is useless.
Once Moça Flakes franchise took off, Nestlé decided to offer size variations of it. Small, individual snack sized bags, suited to carry around. These are the retail display boxes
After its first family-oriented breakfast cereals (Snow Flakes and Moça Flakes) successful market launch, Nestlé decided to upgrade its kids-oriented Nescau Cereal package graphic language - by then just a household franchise name on an uninspiring box. The approved suggestions were vastly different from the former concepts, thus finally bringing the product for a new digital-MTV-raised videogame-playing kids generation.
After few months, Nestlé decided to make their cereal boxes bigger. And they started with this one cereal. The briefing called for "communicate this product quantity change in a very clear and graphical fashion". And keep this aligned with recent changes that I made to other Nestlé cereal boxes. The solution I came up with: swamp the Bear in generous amount of Estrelitas cereal. On a side note, Nestlé often teams up with movie studios to make franchise tie-ins in their packages. The background one some Disney animation at that time.
How to create original content based on internal stock illustration and imagery to comunicate news? Well, using imagination and design skills. Here are a side panel and a back panel showing how much cereal you are getting from just one box. A slight exaggeration, I guess.