Smiles of pleasure

Royal has been a benchmark for readymade desserts for Spanish and Portuguese consumers for over sixty years. Kraft Foods set us a strategic challenge: to bring new values and attributes to the brand to enable us to set out a different, relevant and credible positioning to boost the emotional ties with different consumers as well as the brand's existing values of expertise, longstanding history and quality. We therefore worked on a new strategic brand platform to revamp the visual language and modernise the existing packs. We suggested improving recognition of the ranges by creating different territories by target or moment of consumption under a strong, visually solid brand with a unique, easily recognisable packaging architecture that consumers would see as setting it apart. We wanted the recognition to be transmitted through a highly recognisable brandblock to reflect a strong personality with clear lines and project a livelier, more optimistic brand. Columna created the 'smiles of pleasure' brand platform on which to build the entire brand value, new brand architecture and packaging proposal.