5 Estrellas (stars in Spanish) is a pioneer in the commercialization of pasta with controlled atmosphere packaging in Uruguay. They reached our studio having an outdated design and due to a change in their positioning strategy because of the brand’s new target.
Connecting in a more precise and empathetic way with young consumers and extending the products’ lines to other categories, such as pie crusts and dough for empanadas, was the objective towards which we have worked through the brand’s total redesign. This started with the logo up until the creation of a new graphic identity for every package.
The new graphic proposal was based on three pillars: taking a color with great personality not used by the competition, including tips to prepare the product, and incorporating stamps or vignettes to highlight how practical and quick the preparation of each product is.