Dánica

Background

In Argentina, Dánica is synonymous with margarine. It is the leading brand in the category, a privilege it has enjoyed for many decades. However, the client conducted qualitative and quantitative studies to deeply understand the needs, expectations, and desires of consumers and to comprehend how to address them.

The brand enjoys high recall and also trust due to its history, but consumers were asking for it to modernize and appear more attractive and appealing. They felt that the brand was old and far from the 21st century.

Objective

The design objective was clear: to renew and modernize Dánica. We had to give it vitality and make it look more current.

Development

To achieve this, we went back to the history and found the different illustrations of the character, ‘the girl,’ and without hesitation, we chose the original version that had a style like ‘Norman Rockwell,’ the renowned American illustrator.

Like good ‘surgeons,’ we only changed some traits and details to update the illustration and bring it to the 21st century.

When thinking about the logo, we respected the red color and by reviewing the different historical designs, we defined a round typeface, in upper and lower case, that allows for clearer reading.

Once the identity was resolved, we moved on to the packaging design.

First, we highlighted the visibility of the brand; the main differentiator of any leading brand is its name, and we ensured it had excellent readability. Then we took photographs of the product in use, which always adds realism and appetite appeal.

We also highlighted the 100% plant-based aspect, which is a significant attribute of the brand, and on the sides, we added recipes with tempting photos.

Each product is part of a whole without losing its own personality, ensuring a cohesive brand block at the point of sale.

Result

Today we see a renewed branding, a packaging design that stands out on the shelf and gives hierarchy and visibility to the brand. Dánica looks current, relevant, and dynamic to continue growing and maintaining its leadership position.