La Salteña

Once again, Molinos trusted Grupo Berro for the redesign of a leading brand. On this occasion, the company acquired the renowned brand ‘La Salteña’, a leader in the category of empanada and tart pastry shells. It is one of those brands that has always accompanied Argentine families. "Redesigning a brand that leads its category is one of the most delicate design tasks, because an exaggerated change, a poor interpretation of the brief, can confuse consumers and generate immeasurable losses for the company. It is a job for a plastic surgeon. Knowing how to remove the visual 'noises' and strengthen the virtues of the brand by renewing the design to gain relevance and notoriety" Gonzalo Berro We subtly adjusted details of the brand so that La Salteña achieves better readability without unnecessary graphic effects. The new packaging line design aimed to strengthen its color code 'blue', a characteristic feature of the brand, accompanying it with photographs of finished foods combined with fresh ingredients, to achieve a more natural perception of the packs. We selected colorful and gestural typography to create closeness with consumers. The result shows La Salteña with a renewed design that respects all the strength of its legacy and strengthens its identity, generating a greater impact at the point of sale.