Twenty four years ago, Angulas Aguinaga revolutionized the market creating a new product under “La Gula” brand. The surimi gula, was born and a new product category exploded.
La Gula del Norte is the market leader known as a brand that often innovates with new consumption ideas. An example, is the “Ya preparadas” range which mixes ingredients with surimi gulas to make recipes. The product is very convenient and only requires heating for 1 minute.
Despite its positioning of versatility and convenience, the current doy-pack lacked visibility on shelf, and did not deliver the product’s promise. To increase the communication surface on the pack and reflect all the convenience of the read-to-eat serving, Angulas Aguinaga changed its format to a microwavable tray for its “garlic” and “shrimp with garlic” varieties.
Columna redesigned the visual identity of the packs adding visibility and improving the communication of the product. By giving more weight to the brand on the upper side of the lid, and updating the ingredient shots the packs gained impact. The window treatment displaying the actual surimi gulas in a see through window, was integrated with an image of a plate to add more appetite appeal.