We redefined the brand system, observing hierarchy and functionality, with the goal of helping the company strengthening its position in the market. This required the creation of an easily recognisable context for the consumer through the implementation of good information architecture and visual cues for the family of products.
REBRANDING, PRODUCT FAMILY STRUCTURE, PACKAGING
Redesign and restructuring
The starting point was the merger of the different sister-brands into one cohesive name and identity for all product lines; packaging differentiation through color, information architecture and visual cues help the user identify the different families as well as individual products.
A smile is the epitome of the virtues of the new brand; festivity, joy, honesty. The brand smiles to welcome the consumer in the hopes that, through their experience with the products, they will smile back.
"The little apple"
The original logo's apple-character had an important meaning for the company as it put forward a friendly face while stating the fact that the consumer could trust the quality of their products. We chose to highlight that hidden meaning by removing the apple from the logo —optimising for small-size uses while refining the graphic aesthetic— and transforming it into a quality seal of sorts by placing 3 main attributes about the products around the new apple.
New product lines and packaging
By unifying all the products under a single brand, new families were created alongside the new packaging design language with a simple structure making it easier for the users to differentiate all different formats, sizes and colors.