︎Nestlé Wellness Club Rebrand


Client: Nestlé
Deliverables: Branding and website design, IMC planning and creation
Platforms: Web, mobile, and social media

To “wellnessize” is to take small steps to wellness

Nestlé Wellness Club, formerly known as the Nestlé Club, is one of Nestlé's CRM platforms specifically targeting homemakers who are passionate about cooking. The Club banks on the brand's heritage as a trusted partner in the kitchen, and has become a go-to resource for homemakers looking for hearty and delicious meals to make for their whole family.

For the rebranding, we wanted to expand the platform’s content bank from mostly recipes to include lifestyle tips, DIY projects, and other relevant content for its members on how to make small and doable steps towards a healthier way of living.

To shed its old look, the rebranding for Nestlé Wellness Club made use of an eye-catching colour palette and perfectly imperfect script brush font for headlines and a clean and bold type for contrast. The pot was dropped from the old logo because the Club now wants to be known for more than just recipes, and the visual elements of the green leaf, red heart, and blue droplet of water signifies the holistic vision of wellness that the Club now espouses.

For photography and styling, our keywords were appetizing and comforting We want to our imagery to be aspirational but approachable so that our audience would be inspired to try out our recipes and tips instead of gettting scared and intimidated. The last thing we want to happen is to alienate our existing membership base.

Clean and mobile-ready interface

It was important for the design to be easy to read and navigate because not only are we rebranding the website, we’re also introducing the concept of wellnessizing to our members. We don’t want our current members to be confused with the new design, so we retained as much of the old layout as we can, while adding new features and sections to accommodate expansion in the future.