Client:
Colun Light
Country:
Task:
Branding & Packaging Design. Brand Activation
Elevating Healthy Dairy Innovations Through Premium Sub-Brand Architecture
For Colun, the iconic Chilean dairy company, Imaginity developed the strategic branding, brand architecture, and packaging design for the special summer edition line, Colun Light: Sabores Deluxe. The project created a distinctive sub-brand that elevates perceived product value while preserving the fresh, natural essence and brand equity of the master brand across Chile.
Imaginity | Design Agency | Branding, Packaging Design, Marketing
Visual Highlights
- Vibrant Palette with Metallic Finishes: Integration of intense color tones and metallic accents that communicate high quality and highlight the Deluxe nature on retail shelves.
- Summer-Inspired Illustrations: Fresh visual assets created to convey taste indulgence and natural ingredients, associating the line with summer vitality.
- Custom Sub-Brand Typography & Logo: A dedicated typographic treatment designed for "Sabores Deluxe," giving it sub-brand autonomy and high-end character within the portfolio.
- Strict Master Brand Endorsement: Strategic positioning of the main Colun logo alongside institutional brand colors to guarantee instant recognition by loyal consumers.
- High-Impact Shelf Blocking: A limited-edition packaging system crafted to stand out in the light dairy category, building a cohesive and attractive visual block in store.
The Challenge
The primary challenge for Colun involved introducing a new line of light yogurts that conveyed indulgence and a distinctly premium character, overcoming the common perception that low-calorie foods are plain or unappealing. Colun required a dynamic summer special edition with its own identity to boost point-of-sale engagement in Chile, yet without disrupting the established brand architecture or diluting consumer trust in the parent brand.
Our Design Process
Starting from a comprehensive strategic brief, Imaginity crafted a design system that integrated the new Sabores Deluxe sub-brand into the broader Colun portfolio. Our design team combined warm, natural brand roots with luxury visual codes—developing visual storytelling through appetite-driven summer illustrations, energetic color schemes, and metallic accents. We defined strict typographic hierarchies to harmonize limited-edition freshness with master brand continuity, preparing technical prepress printing guidelines to ensure flawless execution across flexible packaging materials.
The Outcome: The strategic redesign successfully positioned Colun Light:
Sabores Deluxe as a high-performing product line in the Chilean food and dairy market. By organizing the line extension within a clear brand architecture, the new packaging captured consumer attention in store, attracting shoppers seeking an indulgent flavor experience within a health & wellness lifestyle. This project adds a vibrant highlight to our portfolio, demonstrating how strategic branding drives retail preference and brand value.
Imaginity is a global packaging design agency specializing in consumer packaged goods (CPG), partnering with market-leading food, dairy, and health & wellness companies across Chile, Latin America, and international markets. Combining strategic branding, custom logo development, disciplined brand architecture, and prepress print expertise, our agency delivers impactful visual storytelling across our entire portfolio to optimize in store marketing performance and drive commercial growth for global brands like Colun.
