-
STARTING POINT
Lulu cookies by Famosa (Mondelez Uruguay) had always targeted an audience made mostly of teenagers and young people. Neither the packaging went along with the graphic language that this audience values and consumes at present nor did it have any element or graphic resource “personal” or different enough to be clear and distinctive brand builders.
-
-
-
CHALLENGE
The main challenge was to find an attractive concept upon which a new, interesting and more powerful graphic identity could be built, capable of reconnecting with the target. The concept and leitmotif to work with throughout the project was found in something as characteristic and particular of the cookies as its filling’s flavor. This is how the new claim for the brand was born: “Filled with what you like”. This combines and associates the product’s essence with the consumer’s favorite activities (internet, music, sports, etc.).
-
-
-
SOLUTION
Due to the fragmentation of brands and products typical in this category, a design meant to stand out and allow the fast identification of the product in display was needed. The choice of white as the predominant color made it the new brand color and granted distinctive features to the line: it enhanced the contrast and the legibility of the illustrations and it clearly boosted its capability of standing out and differentiating in the point of sale.
-
-
LULU SHOWED THAT MANY TIMES IT’S NECESSARY TO CHANGE IN ORDER TO RECONNECT WITH YOUR TARGET.