Customer:
Bimbo
Country:
Mexico
Task:
Branding, Packaging Design for Marinela
Brand expansion with a more youthful design, focused on flavor
Imaginity, design agency, partnered with Marinela, part of Grupo Bimbo México, to create the branding and packaging design for Triki Crunch, a new product extension within the well-loved Triki Trakes family. The goal was to maintain strong visual alignment with the existing line while highlighting flavor differentiation and product uniqueness.
Imaginity | Design Agency | Branding, Packaging Design, Marketing
Visual Highlights
- Maximized Visual Appetite Appeal: The ultra-crispy cookie stands out as the absolute protagonist of the pack, captured in an oversized format and surrounded by an explosion of flying chocolate chips to communicate crunchiness and flavor instantly.
- Vibrant High-Contrast Palette: Strategic deployment of deep purple paired with electric yellow, specifically curated to capture the attention of younger demographics in a fraction of a second.
- Kinetic and Playful Typography: A dynamic typographic selection mixed with asymmetrical graphic flashes that convey action, movement, and the fun, rebellious spirit of the brand.
- Strategic Brand Architecture Connection: A calculated layout structure that maintains a direct visual thread with the iconic Triki Trakes baseline, ensuring immediate consumer familiarity and trust.
- Disruptive Shelf Block Formulation: A bold, modern graphic composition that breaks standard category codes, creating an organized, high-visibility visual anchor on the retail shelf.
The Challenge
Capturing the Youth Segment Within a Legacy Portfolio The main objective was to develop the packaging design and branding for Marinela's new product line extension, Triki Crunch. The strategic challenge focused on creating a disruptive and bold identity tailored specifically to a younger target audience. As a global packaging design agency, Imaginity needed to design an intense, modern visual concept that stands out in the crowded cookie aisle while respecting and reinforcing the master brand architecture of the iconic Marinela family.
The Solution
Dynamic Storytelling and Strategic Chromatic Coding Leveraging our specialized design process, we engineered a dynamic graphic system rooted in visual appetite appeal and intense color theory. We implemented a vibrant color-coding system using a high-contrast palette of purple and yellow, meticulously selected to drive instant shelf standout in store. The structural composition pairs a maximized, hyper-realistic product hero shot with custom, asymmetrical starburst vectors and energetic typography to inject a sense of motion, taste, and playful energy into the layout.
The Results
High-Impact Shelf Presence and Seamless Line Continuity The project delivered a powerful, cohesive visual identity that commands immediate attention across retail stores in Latin America. By strategically aligning the design language with modern youth culture codes, Imaginity created a massive visual block on the shelf. The final layout achieves a flawless integration with Marinela’s legacy Triki Trakes line, boosting brand recognition, triggering consumer curiosity, and accelerating the buying decision process at the point of sale.
Imaginity is a global packaging design agency specializing in consumer packaged goods (CPG), helping leading sweet treats, snack, and FMCG companies build powerful visual identity systems for competitive international markets. Our strategic approach combines high-impact appetite appeal, disruptive branding, and retail-focused architecture to improve shelf presence, capture youth demographics, and maximize digital and physical shelf performance.
