Graphic Design That Works

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D

ESIGN

F

IRM

:

TD2, S.C. Identity and

Strategic Design Consultants

A

RT

D

IRECTORS

:

Rafael Trevino Monteagudo,

Rafael Rodrigo Cordova Ortiz

D

ESIGNERS

:

Rafael Trevino Monteagudo,

Rafael Rodrigo Cordova Ortiz,

Erica Bravo, Hernandez,

Edgar Medina Graciano,

Brenda Camacho Saenz,

Alejandra Urbina Nunez

I

LLUSTRATORS

:

Adalberto Arenas Castillo,

Sergio Enriquez Davila

C

LIENT

:

Helados Nestlé México

ABOVE: Designers didn’t

miss any opportunity to

bring these characters into

kids’ daily lives—including

creating a screen saver that

keeps the Galáctea 7 brand

front and center.

Galáctea 7:

Space-Age Graphics, Superhero Fun

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BELOW: Color is abundant

on all the promotional

materials to catch kids’

eyes including the

point-of-purchase

displays, price board,

and refrigerator display.

The Process

When Helados Nestlé México retained TD2, S.C.

Identity and Strategic Design Consultants to launch

its newest ice cream product targeted to eight-to-

twelve-year-old kids, three primary objectives were

clear. The identity had to innovative, relevant to the

preteen market, and, most important, fun.

The dessert was already a known brand—La Lechera

—being marketed to adults in a promotion that talked

to its older market. This time, the product was being

aimed at kids, so Helados Nestlé needed a new

marketing approach.

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The client already had a mold in the shape of a rocket and

a jet, so designers decided to pursue a space-age theme.

Next, they set out to give the product a name. “We worked

to create a name that communicated the spatial mood, but

close to milk—combining Galaxy with Via Lactea—Spanish

for Milky Way—resulting in Galáctea,” explains Rafael

Rodrigo Cordova Ortiz, art director. “The seven was added

to enhance the theme since most spaceships in history

had a number like the

Freedom 7

, the first Mercury that

orbited Earth.”

LEFT: The logo prominently

features the product name,

which is derived from

designers combining Galaxy

with Via Lactea—Spanish

for Milky Way—resulting in

Galáctea. The number seven

was added because most

space missions include a

number, like

Freedom 7

and

Apollo 7

.

RIGHT: The main character

in Galáctea 7 is Super Muu,

a cow piloting his own space-

ship, which, designers credit

with being the key element

in the brand identity.

ABOVE: Product packaging

is characterized by its abun-

dant use of color. Designers

took special care in using

the right inks to allow the

metallic material to shine

through the graphics.

Graphic Design That Works

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Adding personality and kid appeal to the spaceship is

a superhero in the form of a cow—Super Muu, which

became the single most important element of the branding,

according to designers. “Through the use of humor and a

very distinctive use of illustration, we came up with a very

successful character,” adds Ortiz. Designers went on to

develop a family of characters with whimsical names—

ReyMuu, Astroratero, Comeleche, LaloLelo, Virulelas, and

Vaca Solado—who tell the story of Galáctea 7. Kids wanting

to learn more about these characters can read up on their

adventures from collectible cards included in the packaging.

BELOW: Collectible cards,

included with the product,

tell the individual stories

of Galáctea 7’s cast of

characters.

ABOVE: The main character,

Super Muu, is not alone in

space. He has plenty of

friends including ReyMuu,

Astroratero, Comeleche,

LaloLelo, Virulelas, and Vaca

Solado—who tell the story

of Galáctea 7.

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THIS PAGE: A comic book

brings the cast of charac-

ters to life within an action

adventure in space.

A cast of such colorful characters in space set the stage for action adventures,

so designers created an accompanying comic book. Distinguishing all of the

promotional elements is color—abundant color, sure to catch the eye of any kid

wandering the refrigerated section of the grocery store. The vibrant use of color

was no accident but part of the strategic design plan. “To achieve packaging with

plenty of impact, we were very careful about using inks with or without a white

base to allow the metallic material to live through the graphics,” says Ortiz.

Delineating the do’s and don’ts of the identity system is an equally colorful brand

book. No staid standards manual will do for this product; its manual is as colorful

as the packaging.

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