Bots

In 2019, prior to the pandemic, Sebastián Ugalde and Juan Alvarez contacted us to quote the design of a snack line. We shared a meeting in our studio and had a very interesting conversation. We prepared a proposal and despite our eagerness to work with Grupo Berro, they notified us that our fees were too high for the budget they had assigned, and therefore they proceeded with another provider.

The economic reality of Argentina means that we hear 'no' much more often than we get approval for our fees. But we accept it, those are the rules of the game, and when we are chosen, we focus and strive to ensure that the result of our work is always a good investment and not just a mere marketing expense.

Time passed, and in July 2021, they contacted us again. This time they decided to invest in design. The previous experience had failed, bulk snack sales were growing while the sales of the individual packs they had designed were far from projected.

In the meeting, we asked about the quality of the products and the distribution, two key aspects for the success of a project. We requested samples of the packaging and the snacks. The quality of the raw material is excellent, the finished product is also very good, and the distribution is steadily growing at the national level. So, clearly, it was time to propose a good design.

We analyzed the entire snack category and in detail the direct competition of the brand. Together with Andy Anderson, we developed a brand manifesto with a storytelling that highlighted the origin and quality of the production. And in the design stage, we created a character to represent 'Bots' and designed the packs of the 3 products in the line with a simple and colorful style that combines the playful nature of robots with the eye-catching aspect of the snacks category, featuring photographs of the actual products that together showcase a brand with good visibility and great prominence at the point of sale.

A few weeks after the relaunch, the brand has already expanded to several provinces, and all distributors made new purchases. The new design of Bots looks very promising and is a clear demonstration of the importance of investing in good branding for the launch of a brand in mass consumption.