Sweet Carola

Background Dulce Carola was a recognized lingerie brand in Argentina that, despite its good name and market positioning, was discontinued in 2014. Our client acquired the brand with the intention of relaunching it in the cosmetics category. The strategy defined was challenging: to insert the brand with its products into kiosks and mini-markets, non-traditional channels for cosmetic brands, offering high-quality products with good presentation at affordable prices. The Challenge The challenge was threefold, as on one hand, it was necessary to revive a discontinued brand, position it in a new category, and finally, the greatest challenge was to introduce cosmetics into the world of kiosks. In the design process, along with the client, we calibrated the initial brief, which presented Dulce Carola as a naïve brand, to move towards a more modern and daring proposal. Under the claim 'Linda Posta', the new identity presents a compelling design. The new symbol is a wasp that embodies the beauty of nature; it is small, but if someone provokes 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, that with the black base color, highlights and enhances the gold application of the symbol and the colors of the different products that the brand offers.