Client: Colombina
Project: Rebranding pitch for Colombian food company (2018).
Concept: Colombina was founded in 1927 as a candy company. Since then, it has significantly broadened its products range, exporting nowadays to more than 70 countries and evaluated as the most valuable umbrella brand in Colombia (97,6 BAV). It undoubtedly belongs to the majority of Colombian dining tables and is part of the memories of different generations, being recognised as a traditional, fun, democratic and a sweets brand. Nevertheless, over the past years the company has made relevant investments to opt for healthier ingredients and products, along with a more sustainable production process. This change of positioning, required a brand evolution that better reflected this new chapter, taking in consideration their long and traditional history built so far. Evolution was the keyword to answer the briefing and in order to do so, we had to look back to its origins. Their original symbol was inspired on the Columbine, the Italian Commedia dell'arte and carnival character, who was featured sitting on the moon and admiring the stars in a ludic and emotional way. The consecutive redesigns simplified her to a recognisable silhouette, but its aspirational touch was compromised. For this reason, we decided to recover it by adding a new meaning: the blow. A blow of magic, of wellbeing, of happiness and health are the essence behind the new refined design and brand direction. We extended the color pallet by added new tones to the diamond shape stars (extracted from Colombina’s original costume pattern). The multi-colors represent their brand attributes and diversification of their products. At the same time, they work as a graphic element throughout their applications and communications. The actual wordmark was replaced by a modern typeface, based on the SUA typography design, allowing a friendly and harmonic match with the symbol and still guaranteeing its legibility over different applications, specially packaging. The end result feels like is a natural evolution, where tradition meets contemporariness, opening a chapter to a more ludic and aspirational storytelling, coherently aligned with Colombina brand strategy.
*Teamwork developed by Superunion®.
