Triángulo D’Onofrio’s story is more than 60 years old. It’s the second highest-selling chocolate brand in Peru. After many years without changing its design, and taking advantage of some adjustments, improvements in its formulation and the launching of some innovations, Nestlé Peru (the brand owner) requested us the graphic update of the brand and the packaging of its broad line of products.
To renew and rejuvenate the brand’s design in order to reinforce its connection with young people of 18 to 25 years old. The new identity had to keep the visual elements that consumers have historically recognized in their packages (brand properties), but through a more modern design, serving as a kick off of a series of future communication materials. Another goal was to create a portfolio with a coherent and cohesive brand identity because the one they had showed certain graphic inconsistencies.
We found a way of exploiting the shape of the triangle conceptually and thus facilitating the development of communication and advertising strategies through other ways aside from packaging. In addition to this, red color was given more prominence in the renewed identity and, though to a lesser extent, the presence of gold was kept because it was one of the graphic elements that was greatly recalled throughout the brand’s history. Finally, we suggested different print finishing details for the packaging that were incorporated, achieving a more giftable appearance than the former products, which was other request made by the client.