NESTLE
2010 GOLDEN MORN NIGERIA (NESTLE CENTRAL & WEST ARTICA REGION)
ROLE ART DIRECTOR | GRAPHIC DESIGNER

This campaign was created in 2012, before digital media became as prominent as it is today and before having a ‘glow’ became social media ‘lingo’.

The brief was to Increase Golden Morn’s relevance as an everyday ‘nutrition partner’. The idea was built on the notion that how you start the day plays a huge role in how the day turns out:
“Wake up on the right side of the bed”,
“Seize the day”,
“Breakfast is the most important meal of the day”.

TARGET AUDIENCE
The target audience was the mother who is mostly responsible for the nutritional needs of the entire family in Nigeria. The idea was to make her understand that when she starts her family’s day right, that is with Golden Morn, that good feeling stays with the family all day. The aim was to make the Target Audience imagine themselves and their families walking out into the day with a ‘glow’- ‘a good feeling’ that results from the goodness of Golden Morn; imagine the positivity and vitality that follows you.

Imagine this amazing glow that makes you see the bright side of everything, giving you an extra edge in every situation.

Golden Morn’s art direction for print and outdoor at the time was almost non-existent.

The product was a newbie on the market, visual communication was mostly focused on packaging, distribution and in-store presence.

As the art director on the project; my task was to create an art direction style for the brand’s visual communication.

At the time Nestle CWAR had an unspoken rule for designers working on their brands to apply at least 40% of the design space to the image of the pack shot of the product. As a designer that always posed a challenge when placing design elements; copy, images, logos and product image in a design layout.

I was successful in creating a stunning layout style that proportionally gave all the design elements an equal amount of presence on the layout, without compromising the visibility of one element over the other, while still adhering to Nestlé’s CWAR’s layout rule.