An iconic promotion
It has been 35 years since Nescafé launched its promotional campaign "Sueldo para toda la vida" that enables lucky Spaniards to spend a trouble-free life thanks to a lifetime salary.
When it comes to "Sueldo para la vida", one could say that Nestlé nailed it. However, until now, the extremely popular Spanish campaign lacked a strong visual identity.
Hence, "Sueldo para toda la vida" needed to be supported by an original logo, distinctive and easily recognizable visual identity that reflects with simplicity the well-known graphic codes of the Nescafé brand.
Inspired by the emotional bond that the campaign progressively developed with its customers, we created a visual identity based on three core values: tranquillity, iconicity and emotion. Those three pillars are the mirror of a genuine brand that nowadays benefits from an unprecedented popularity.
An intemporal logo that will stand the test of time as it keeps living in Spaniards minds. A graphic language of "Sueldo para toda la vida" had been created, integrating Nescafé key codes as its iconic accent mark and its hub. The golden banknotes rise on red and golden backgrounds to bring to light the incredible opportunity. Complemented by a proper brand language, we developed an icon that can be applied on different supports, all of which constitute a solid and genuine brand identity that replaces the former festive one.
In order to make the new brand identity compatible with advertising campaigns, adaptable and flexible – yet powerful – graphic elements enable the creation of numerous harmonious supports.