La Constancia is one of the brands in the portfolio of Colombina, an 80-year-old food company leading the Colombian market.
Challenge and Results.
La Constancia is one of the brands in the portfolio of Colombina, an 80-year-old food company leading the Colombian market. Since long ago, it's valued as a very respected and popular brand with traditional and familiar style products of good quality.
In 2014, the brand decided to renovate its image and start talking to those who want to be different and to try new flavors while cooking by proposing them to dare to make their own recipes.
BridgerConway developed the new image for the entire product range of La Constancia, reaching all their categories: tomato sauces, mayonnaise, jams, preserves, desserts and assorted dressings.
The proposed design was adapted according to the different sizes and formats needs of each and every 160 SKUs made.
The challenge was to analyze the brand's current stage and its market competition to propose an innovative, valid and relevant idea to the category. We wanted to break the structures of traditional design and to stand out on the shelves while remaining being La Constancia.
To respect the design history (which the brand positively built for years) and to make a disruptive proposal, we had to do a detailed and careful job. Like rearranging the architecture of its extensive portfolio, grouping categories in a clear way and, also, differentiate one from each other without losing the overall perception of the line.
- IndustryFood & Beverages
- DisciplinePackaging Design