PUNTA BALLENA PLAY

Packaging

STARTING POINT

Punta Ballena is one of the leader brands in Uruguay regarding the production of alfajores. Play is a brand that includes classic alfajores, chocolate and glazed sugar flavors. Their packaging bore an outdated design that couldn’t connect with its target audience, which made them want to turn around their visual identity.
CHALLENGE

Upon analysis of the category nationally and regionally, it was found that the majority of packaging of alfajores had a conservative and very similar design structure. Moreover, they didn’t have a clear target audience defined.

SOLUTION

The generic and traditional style of its competitors was the opportunity to be different through a closer and fun personality, thought and aimed at kids and teenagers. This resulted in a series of funny faces with amusing gestures that stood out positively on shelf.
THE IDENTITY PROPOSAL ACHIEVES A GREAT CONNECTION WITH ITS TARGET AND IS A GREAT CHANCE TO LAUNCH THE IN & OUT EDITIONS.
WE SAW A GREAT OPPORTUNITY TO PROVIDE THE PLAY LINE WITH A THOUGHT-OUT PERSONALITY AND AIMED AT CHILDREN AND TEENAGERS.