Bots

In 2019, before 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 wanting to work with Grupo Berro, they notified us that our fees were too high for the budget they had allocated, and therefore they moved forward with another provider. The economic reality in Argentina leads to many more instances of rejection than acceptance of our fees. But we accept this; these 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 merely a 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; sales of bulk snacks were growing, while the sales of the individual packs they had designed were far from projections. In the meeting, we asked about the quality of the products and how the distribution was, 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 as well, and distribution is steadily growing nationwide. So, clearly, it was the right 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 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, colorful style that combines the playful nature of robots, the attractiveness of the snack category with photographs of the real products that collectively show 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 mass consumption brand.