Before designing anything, we analyzed the brand as a whole: positioning, visual narrative, coherence across media and perception at the point of sale. We found a clear disconnect between the quality of the product and the way the brand expressed itself visually.
The strategic decision was to treat the project as a full rebranding. Not a one-off cosmetic change, but the construction of a new visual system able to order the portfolio, unify the narrative and give the brand more consistency and personality.
The new identity was designed to be flexible and functional: a more contemporary aesthetic, a coherent graphic language and a clear hierarchy that lets catalog, packaging and communication coexist without friction. The catalog stops being a mere sales support and becomes a brand tool: it brings order, gives context and reinforces the positioning.
The packaging, in turn, is conceived as a direct extension of that system. Same logic, same tone, same intent. Every product fits into a recognizable whole, designed to be easier to read, to reinforce the perception of quality and to sustain the brand over time.
The result is a clearer, more coherent brand, aligned with its product. A system ready to grow, adapt and compete without losing its identity. The work was recognized with First Prize in Direct Marketing Design at the Openart Awards, validating both the strategy and the way it was applied across every touchpoint.
