Ilolay

The challenge of redesigning one of the most beloved brands by Argentine families.

For years, our relationship with Savencia Argentina has been a fundamental pillar in successful projects, including the development of Milkaut, Bavaria, and Adler. This bond of trust and collaboration allowed us to embark on an exciting challenge: redesigning Ilolay, an iconic brand for many Argentine families.

Two years ago, Savencia contacted us at an early stage of a dream yet to be realized: the acquisition of Ilolay. From the very first minute, before the purchase was formalized, the Savencia team wanted us by their side, anticipating the necessary steps to make this project a success.

Gonzalo Berro had the opportunity to meet with José Williner, former CEO of Ilolay and a member of the founding family, to share Savencia's vision: not only to acquire the brand but to honor its legacy and take it to a new level. Far from reducing or simplifying its essence, the goal was to give it new value, respecting its history and projection.

As negotiations progressed, we worked hand in hand with the senior team at Savencia to design the new branding, with the conviction that a deep and well-founded change must be ready for the moment the purchase was finalized.

The first big question was: what does Ilolay mean? The name is not simply an invention but is based on a special flower from a legend in northern Argentina. This concept was key to defining the essence of the rebranding: ‘blooming’. Thus, we modernized the logo, adjusting the typography and adding the flower inside the letter “o.”

To capture the uniqueness of this flower, we conducted an exhaustive study of hundreds of white flowers, creating with artificial intelligence a unique five-petal flower that conveys elegance, simplicity, and Ilolay’s natural connection to the purity of its origins.

The packaging design reflects this same natural essence. We incorporated images of the products in their natural environment: open fields, full of flowers and butterflies, and, of course, the cow that symbolizes the source of milk. All of this creates a harmonious atmosphere that celebrates the place where Ilolay originates.

Finally, the new brand claim: “Goodness Blooms” encapsulates the idea of a brand with over 95 years of history that renews itself, blooming once again to bring the best of its products to homes in Argentina.