Rebranding Refisal

Refisal, Colombia’s leading salt brand, needed to refresh its image and packaging design with two clear objectives: stand out on the shelves and bring greater clarity to its product range.

Our analysis showed that a brand with such a strong heritage shouldn’t change what it has built, but rather amplify it.

1. We crafted a custom, fluid, and approachable typeface for the logo to make the name stand out even more.
2. We rejuvenated the iconic chef—both in graphic style and in his features.
3. For the packaging, we discovered that while people recognized the color stripes, they didn’t associate them with the product attributes.

That insight inspired us to create a new graphic system of stripes, each one telling its own story:

• Green: High Purity, rising like a mountain of premium-quality salt.
• Light Blue: Low in Sodium, pointing downwards like the reduced sodium it contains.
• Dark Blue: Sea Salt, shaped as waves from where it originates.
• Pink: Himalayan, evoking its mountain origins in Asia.
• Red: Grill Salt, echoing the lines of a barbecue grill—its perfect match.

The result: a fresher, more contemporary version of Refisal—one that appeals to new generations without losing the recognition and trust built with current consumers.