Ilolay

The challenge of redesigning one of the most beloved brands by Argentinian 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 Argentinian 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 moment, 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 elevate it to a new level. Far from reducing or simplifying its essence, the goal was to give it new value, respecting its history and future projection. As negotiations progressed, we worked hand in hand with Savencia's senior team to design the new branding, with the conviction that a profound and well-founded change should be ready for the moment the purchase was finalized. The first major question was: what does Ilolay mean? The name is not simply an invention; it is based on a special flower from a legend of northern Argentina. This concept was key to defining the essence of the rebranding: 'to bloom'. 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 an exclusive five-petal flower that conveys elegance, simplicity, and Ilolay's natural connection to the purity of its origin. 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 origin of the milk. All of this creates a harmonious atmosphere that celebrates the place where Ilolay is born. Finally, the new brand claim: 'Florece lo bueno' encapsulates the idea of a brand with more than 95 years of history that renews itself, blooming once again to bring the best of its products to the homes of Argentina.