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STARTING POIN
Soldo Hnos. asked us to redefine the graphic strategy for their portfolio of Rio de la Plata products, a renowned Uruguayan brand of multicategory food. The project involved the update of their graphic mark (logotype) as well as the redesign of the packaging of their different lines of products.
GOAL
Renovating the graphic identity of the brand Rio de la Plata and its products, keeping the essence and the concepts associated to it: quality, trust, trajectory and an unexceptionable commitment to Uruguayan homes.
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SOLUTION
Through a new regrouping of products and the strategic redefinition of lines, we worked based on concepts and graphic inspirations different for each one of them.
In every case, designs were developed in a way that not only unified each line, but also made them impact and stand-out more in the point of sale. Through these designs, consumers’ decoding and identification improve significantly. To achieve this, simple designs were used, with intense colors in some cases and featuring a strong presence of photography, without distancing from the characteristic naturalness and quality.
Many years had gone by since the existing logotype’s last modification; it looked not only graphically out-of-date but also its morphological conformation and the color use were a constant technical challenge when it came to achieving legibility, coherence and homogeneity in its application in different mediums and materials.
The new logotype includes two fundamental premises in its definition: the formal and color simplification and the capacity to keep intact the essential identity aspects of the brand that constitute its recognition. -
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With this redesign, Rio de la Plata significantly improves its presence with a revitalized image, without losing its fundamental values.
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