Vitád: Bold Packaging Redefining Healthy Snacking

Vitád, a Colombian brand committed to clean-label snacking, needed a packaging redesign that would disrupt category norms and reposition it as a leader in the healthy snack market. The challenge was to shed the clinical, restrictive perception of healthy foods and instead create a vibrant, indulgent, and emotionally engaging brand experience.

The new packaging system transforms Vitád’s visual identity through a dynamic color palette, custom typography, and expressive illustrations that convey both energy and trust. By integrating a modernized logo, bold product photography, and intuitive design elements, the packaging communicates transparency and enjoyment—bringing to life the brand’s promise: “Sin secretos y sin culpas” (No secrets, no guilt).

This design-driven transformation became a powerful business asset, with packaging alone fueling the success of Vitád’s snack line—now the company’s best-selling product in a decade. The relaunch also attracted industry attention, leading to a partial acquisition by a major Colombian company. Vitád’s redesign proves how strategic packaging elevates consumer perception, builds emotional connections, and reshapes industry expectations.