What did we do?

/ Brand strategy / Branding / Packaging design

Context:

It is detected that the perception, at consumer level, of the varieties of the Campofrío Pizza & Salsa family may be perceived as unnatural.

Challenge:

Revaluing and repositioning the product through an optimisation and restyling project.

Solution:

We analyse the strengths and optimisable points of our product and how they are expressed in the current pack in order to reinforce and balance their weights and roles in the new proposal.

The concept of a fun, tasty and enjoyable product, typical of the positioning of this family, is maintained, moving away from the “fast food” concept by working on the positive reinforcement of the ingredients through suggestive names inspired by the traditional world of pizzas that increase the appetite.

The visual structure is maintained for instant recognition so as not to create doubt or confusion with a new product.