The analysis started at the shelf and with real buying behavior. We found an identity that leaned too heavily on historic elements, struggling to rank the key information and to connect with new consumption moments without losing the regular shopper. The brand needed clarity, order and a system that could evolve without breaking the visual continuity built up over years.
The strategic decision was to treat the project as an evolutionary restyling, not a break. The aim was to reinforce the assets that make Coren recognizable — brand, color, product — while introducing a graphic language that is more current, more flexible and easier to read in contemporary retail.
The new packaging was built on a clear hierarchy: brand, product and benefit. The central seal reinforces Coren’s authority and works as a visual anchor, while the nutritional and functional information is organized more accessibly. The graphic system brings in illustrative resources and color codes that add warmth and movement without competing with the product, allowing a fast read on the shelf and making it easy to extend across the rest of the range.
The restyling gives the pâté range a clearer, more contemporary and better-ordered presence at the point of sale, with brand recognition left intact. The system leaves Coren ready to grow, add products and adapt to new consumption contexts without losing visual coherence.
