Confitería Carrera was founded in Montevideo in 1951. It is one of Uruguay’s most traditional patisserie chains and its products are highly valued and recognized because of their quality and flavor. Some of them, such as “Massini” and “Alpino”, are emblematic in our country.
As part of a series of changes and improvements carried out by the company in different levels in recent years, its board of directors decided to hire us to develop the revitalization of their graphic identity.
After several meetings with the client, visits to the different points of sale and analyzing the brand’s graphic history, three guiding goals were defined to carry out the project: (1) to achieve a more modern and contemporary visualization of the graphic mark (logo), without losing its personality and its characteristic visual recognition, (2) to create a complete graphic system that enriches the general visual identity and allows Carrera to be recognized beyond its logo, and (3) to achieve that all the designed and produced graphic pieces increase their perceived quality to align with that of the products.
The result is based on minor formal adjustments made to the logo and the steady incorporation of the new tagline.
The implementation of a texture with parallel lines, the definition and the systematic use of a basic color palette, and the selected typographies for the brand’s general communication determine a graphic system that conveys the brand’s identity aligned to the company’s values and the quality of its products.