For Kraft Foods, Columna represents an historic tie to the heritage of the Fontaneda brand in order to create an increasingly internationalised megabrand under the guidelines of the group in Europe. This brand should combine the different values of its historic sub-brands and its new ones (Belvita) under the same brand universe created for Fontaneda.
This brand universe should be somewhat flexible and in line with the different identities and should transmit the positioning of the biscuit megabrand positioning in a crosscutting fashion.
The new positioning is based on the ingredients, wheat, optimism, awakening, tradition and the heritage of expertise.
We adapted and designed the brand to the new positioning by infusing it with energy and light, bringing some of the brand’s intrinsic features to the fore, such as the “”qué buenas son”” [“”they’re delicious””] jingle, by incorporating it in the same visual field as the brand for all its applications.
PACKAGING -BRAND BLOCK-
The defined positioning was applied to the packaging for the ranges in the form of structure and iconography to transmit the new values, arranging and creating a common brandblock for the whole portfolio that was flexible enough to create a common brand identity and a personality for each sub-brand.
Highlighting key visuals such as the field of wheat to transmit naturalness and the ingredients and sunlight at dawn, which gives us a positive impression of the brand.
The structures improve the differentiation between varieties, stress the product and create a new didactics system to reinforce the Reasons to Believe for each of the varieties.
THOSE OF YESTERDAY, TODAY AND FOR EVER
The final result reflects the management of an extensive product portfolio that combines historic and traditional values, such as La Buena María, with other high-added-value products with attributes of naturalness, wellness and health that are included within the current macro-trends.