Packaging News
The Chicago-based brand agency created a vibrant new look and feel designed to stand out amongst the competition.
Soulsight was tasked with balancing repositioning and modernizing the branding with fresh energy, while retaining its iconic heritage from its 119 years of history .
Graham Ebetsch, senior design director at Soulsight, said: “We had a lot of conversations about how to capture the spirit of this brand, and the main touch points we kept coming back to is the old signage around Mexico — the old tin signs and the murals. We wanted to leverage the brand’s heritage in a really meaningful way to create a strong sense of place by drawing out the colors and vibrancy of the heart of Mexico.”
The team worked to clean up the on-pack communication then refined the brand mark to be more appealing and approachable.
Applying a meaningful treatment of the sun iconography (a visual representation of the Spanish word “Sol”) gives the brand a sense of placement with the sun shifted lower and more vibrant rays radiating across the pack to illuminate the script.
A brighter colour palette replaces the previous black and white dominated background, lending a fresher, more optimistic feel.
