Client:
Café Olé
Country:
Mexico
Task:
Packaging Design, Branding
A new image, the same essence
Imaginity, a design agency with global experience, was brought in to work on the new packaging design and branding for Café Olé. The goal was to evolve the brand and its visual identity in alignment with its target audience, ensuring it stands out and remains relevant both in store and in the digital store market. Aware of the power of packaging as a tool to connect with consumers and stand out on the shelf, the approach was both strategic and creative.
Café Olé México has been refreshed, preserving its storytelling and its youthful, fun essence, while also taking the opportunity to initiate a brand architecture process aimed at transitioning the brand from Café Olé to Olé.
As part of the planned evolution of the product line architecture, Café Olé will become Olé. To ensure a smooth transition that does not confuse consumers, the first step was to simplify the word “café.”
1. The challenge: Evolve with the target
A visual identity and packaging that evolves alongside its consumers, adapting to new trends and their changing interests, while keeping the ice coffee beverage market in mind. It reflects a commitment to remaining relevant, innovative, and in tune with the lifestyles and expectations of today's audience.
2. The solution: A new design for the target
Café Olé challenged us to remain relevant to an ever-evolving audience, and this packaging category.
Our design process began with hand sketching and hand drafting to explore different conceptual paths. The resulting design uses the free and fluid shapes, inspired by dripping coffee, add flavor and a playful touch. The coffee beans express the essence of the product and introduce dynamism in a playful way. A fun and distinctive typeface completes the packaging design.
3. The solution: A vibrant, fun, and exciting design
Clarity, consistency and connection, a new visual identity and packaging design that captures the attention of the target audience: Millennials: active, multitasking, digital, technological, experimental, interactive, visual, ever-changing, fast-paced.
Brand migration process through time
A brand migration process from Café Olé to Olé, which includes stages to help consumers follow the transition and continue recognizing the brand. Accompanied by a simplification effort and refined brand details.
