Mura

Client:
Nestlé
Region:
Bulgaria
Categories:
FMCG
Sweets

An appetizing brand

Mura is a leading brand on the Bulgarian chocolate market, from the Nestle portfolio. As with any brand which wants to maintain its leading position, constant image work and adaption to the changing market situation are necessary. An additional impulse for changes is usually the widening of a product line and changes in communication strategy. In the case of Mura, the key was to highlight its palatability and flavor diversity.

The force of impact

The agency’s task was a redesign of the filled chocolate line: making changes to increase the impact

on the buyer’s senses, and underlining both the chocolate’s taste and the filling’s ingredients.

Navigation and senses

Within the framework of consistently perceived visual identification schemes of Nestle, there was a coherent high-impact range of chocolates, attracting the buyer’s attention
with its characteristic logo and red background. In this case, we decided not to use a typical color code, choosing instead to use a strong brand block and large, vivid visuals showing the taste. You could say that instead of a rational, orderly navigation system, the emphasis was on driving the impulse buyer with their senses and emotions.


Color code


Design


Image




  • Execution

  • Bonduelki

    bonduelki-ico

    Among children’s treats are rarely found carrots or peas. Nonetheless…

    Lysi. Icelandic fish oil

    tran_islandzki_lysi-ico

    The only Icelandic fish oils on the Polish market were not fully exploiting their competitive advantage.

    Białowieski Zdrój

    bz-ico

    The majority of mineral water products have mountain-themed branding. Can another way be found?

    Cholinki

    cholinki-ico

    Even within a strict framework, there is always potential for change and improvement.