La Reina

CLIENT
Meléndez

PROJECT
La Reina de las Patatas (The Potato Queen)

THE CHALLENGE

All potatoes are different! Origin, varieties, crops, uses, etc… these are just some of the factors that represent this product. A range of potatoes grown following the most cutting-edge sustainable and environmental criteria and carefully selected to satisfy the most demanding palates.

The first challenge in this packaging project has been defining a modern and up-to-date area that connects perfectly with such a direct name for a range.
How does one refer to the “royalty” of a product without falling into graphic codes that are too classic and not very innovative? We were sure about creating a fresh, modern, direct and easy-going graphic identity.

BRANDING
BRAND IDENTITY
IDENTITY SYSTEM
TONE OF VOICE
BRAND ARCHITECTURE
PACKAGING DESIGN
PHOTO RETOUCHING
PRODUCT ARCHITECTURE

BRANDING

A design created from a typeface that defines the packaging itself and the personality of the brand: cheerful, positive, high quality, young, modern and that speaks to a wide audience.

We created an orderly and simple packaging architecture in which branding interacts with different descriptors and images of consuming the product. We also studied different colour combinations to guarantee a striking and innovative graphic result.

Gran Selección (“Great Selection”)

In the packaging architecture system created, there is also space to communicate different levels and qualities of the product. We appropriate some Premium graphic codes for those particular references that require a more sophisticated type of communication.

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