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 how to address them. The brand enjoys great recall and also trust due to its track record, but consumers were asking for a modernization to make it appear more attractive and appetizing. They felt that the brand was old and far from the 21st century. Objective The objective of the design was clear: to renew and modernize Dánica. We had to give it vitality and make it look more contemporary. Development To achieve this, we went back to history and there we found various illustrations of the character, 'the girl,' and without hesitation, we chose the original version that had a ‘Norman Rockwell’-style, the recognized American illustrator. As good 'surgeons,' we only changed some features and details to update the illustration and bring it to the 21st century. When thinking about the logo, we respected the red color, and looking at the different historical designs, we defined a round typography, in uppercase and lowercase that allows for clearer reading. Once the identity was resolved, we moved on to the design of the packs. First, we highlighted the visibility of the brand; the great 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 gives realism and appetite appeal. We also highlighted the 100% vegetable aspect, which is a great 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 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 maintain its leadership position.