Mabel's, Mabel's
2018
An updated new look for traditional Bolivian cookies.

MABEL'S

Background

Mabel's has been present in the Bolivian market for years. Given the dynamism and competitiveness of the market, the arrival of new players resulted in a loss of the brand’s relevance, despite its very positive image. Given this context, we were assigned to update Mabel’s entire visual identity to convey a new brand story.

True Vision

Mabel’s and CBA LatAm teams developed a full rebranding process, including the brand’s positioning and essence, analysis of potential territories, research on brand properties, brand architecture definition and visual expression of the identity, look&feel and packaging system. With this base, we used a symbiosis of colors, shapes and typography to clearly stand out in traditional and modern retail channels. To invigorate the brand and align with Mabel's new identity, we focused on flavor and expansion, with room to evolve and rethink the elements.

Creative Expression

The new visual identity was created to connect Mabel's long history with the younger consumer, who demands a relevant and simple narrative. The brand took on its own distinct personality, with very particular codes, and a perspective of movement that reinforced its previously forgotten attributes. We highlighted flavor and diversity, and we translated this entire concept for the main point of contact with the public, which is packaging. Vibrant colors were utilized to boost all expressions of appetite appeal, with direct and simple information.

Finally, we created a well-defined packaging system, with the predominant band of color building strong presence at points of sale, while also including references from the current identity.

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