Turbana

Agency: IMASD
Graphic designer: Sandra Mora
Packaging photography: Andrés F. Bermúdez
Food Styling: Suma Producción
Case photography concept: Espacio Crudo
Art direction: Sandra Mora y Felipe Cardona
Creative direction: David Freyre
Location: Colombia
Project Type: Produced
Client: C.I. Unibán S.A.
Product Launch Location: Global
Packaging Contents: Snacks
Packaging Substrate / Materials: Foil bag

Turbana is a Colombian brand with a worldwide presence. After many years without updating, the brand faces competition in the Colombian, American and European markets. With the need to revitalize and communicate its value proposition in a clearer way and according to the changes in consumption in the world.

Solution:
First, we define a brand strategy that seeks to simplify the way of displaying the ingredients, inspired by the museum exhibitions where each of the elements are broken down and presented separately, with the idea of communicating that the product is natural and its preparation has few ingredients. Branding was also simplified by eliminating colors and containers. Through color, we can generate a direct impact and differentiation in the snack category.

Cultural Context:
The Turbana brand originates from the ‘Urabá Antioqueño’, a traditionally banana region with large plantations and thousands of people dedicated to the cultivation and transformation of bananas. This being one of the most important products of export along with coffee and reaching more than 40 countries in the world.

What’s Unique?
The modern colors and the photography show the product in an unexpected way, inspired by museum exhibitions and the concept of cuisine “mise en place” that organizes the ingredients to show them as they really are.