Creative Agency: Resistencia Estudio
Creative Director: Juan Felipe Sierra
Art Directors: Juan Felipe Sierra, Carolina Moreno
Copywriter: Germán Carrasquilla
CCO and Founder: Armando Rico
Project Type: Produced, Commercial Work
Client: AAK Colombia
Location: Bogotá, Colombia
Packaging Contents: Industrial Margarine
Packaging Substrate / Materials: Pulp Carton
Printing Process: Flexography
The Swedish multinational AAK sought to refresh the image of its traditional portafolio of industrial vegetable fats products in Colombia, to transmit a renewed commitment to its old consumers and to reflect its European heritage for the new audiences, as a guarantor of quality, solidity and experience. The industrial margarine line was the first to have a complete re-brand design. We developed a new visual system for its more than 20 references, able to stand out above the competition in wholesale distributions points. Taking patterns, typography and minimalist design as the focus of the proposal, we managed to generate a visual system that evokes the European heritage of the brand, inspired by Swedish graphic design and culture. With so many product references, color becomes the perfect medium for costumers to identify the version they prefer to carry.
In the end, the new look seeks to break with the graphic conventions that the category has followed for years, as a strategy to attract attention and generate conversation with distributors, not only on the design but also on the qualities of the product. By stacking the boxes, the visual impact is greater than that achieved with a traditional design and, in addition, the graphic proposal allows to extend its expectation of use and scope of the message, long after the product has been used.