Pampa Life

Background At the beginning of the year, Manuel Cabrales called Gonzalo to invite him to a new challenge. Make it Happen was closing a deal with the creator of Pampa Vida, Flavio Da Rold, to expand the product family and significantly strengthen the nationwide distribution. 'I ask you to quote the work and also consider the option to participate in the results.' For Gonzalo, already experiencing Gauchitas and Patagonia Berries, he clearly saw the 'win-win' as participating in the results. Moreover, we have so much conviction in the value of design that if there is a good product and it is well distributed, there is no doubt that branding is the best investment to make the brand stand out and increase its sales. In addition, alternative milks are a novel category; they are the 'future made present,' and Pampa Vida is a brand that works with quality. Having Grupo Berro as part of the challenge was an additional motivation for Gonzalo. The development The designs they had up to that moment were 'nice' but lacked the 'brand hierarchy' that products need to catch attention at the point of sale. That key impact that attracts the consumer to choose a brand versus its competition is what differentiates the strategic branding we do at Grupo Berro from simple packaging design. After analyzing the brand and the category at both local and international levels, we presented a series of alternatives where we aimed for the brand to take a leading role in the pack. There were different creative options under the same brief: 'achieve good visibility, good facing, and also ensure that the milks have the necessary appetite appeal to stand out on the shelves.' The result The new design stands out and seduces! The brand was redesigned and took a leading role on the packaging, occupying 50% of the front without overshadowing the individuality needed for each type of milk. Today, a colorful family is visible that draws attention with a tempting design that revitalizes the brand and gives it the hierarchy it deserves.