Sweet Carola

Background

Dulce Carola was a recognized lingerie brand in Argentina that, despite its good name and positioning in the market, had been discontinued in 2014.

Our client acquires the brand with the intention of relaunching it in the cosmetics category. The strategy defined was challenging: to insert the brand with its products in kiosks and mini markets, non-traditional channels for cosmetics brands, with good quality products and good presentation at affordable prices.

The challenge

The challenge was triple, as on one hand there was a need to revive a discontinued brand, position it in a new category, and finally, the biggest challenge was to introduce cosmetics into the world of kiosks.

In the design process, together with the client, we were calibrating the initial brief, which presented Dulce Carola as a naïve brand, to move to a more modern and challenging proposal.

Under the claim 'Linda Posta', the new identity presents a striking design. The new symbol is a wasp that has the beauty inherent in nature and is small, but if someone bothers it, it has all the character to defend itself.

For the logo, we developed a more modern typography than the previous one, in uppercase letters that enhance the idea of a brand with greater character.

The result

The packaging line has a simple, stripped-down, modern, and elegant design, which with a black base color, highlights and enhances the gold application of the symbol and the colorful range of products that the brand offers.