The initial brand was conceived as a private label for D1 supermarket in Colombia. Nevertheless the brand did not communicate quality, nor pop out in the supermarket shelf. The purpose of the redesign was to create an aspirational brand, that would stand out in the display. The challenge was to generate a new feeling to costumers, without loosing the old ones that were already attached to the brand due to low prices and good quality. The result is a new brand that does not look like a private label, but achieves to communicate the good quality of the product. The consumer does not feel like buying a cheap brand, that might create disappointment. People start to be proud of getting this brand, without being embarrassed as when buying a private label. The sells of this brand were doubled in the last year.
7 January, 2020