Patagonia Berries

After the positive experience with the redesign of Gauchitas, Make it Happen offered us to work on the identity of their flagship brand ‘Patagonia Berries’. Patagonia Berries is one of the best candy brands in Argentina and possibly among the best in the world. It is made in the heart of Patagonia, in the Lago Puelo area. The Challenge For Manuel Cabrales and Diego Sola Prats, founders of Make it Happen, Patagonia Berries is much more than a product line; it is a life experience. The design change had to meet their expectations since they had attempted it before but had not managed to capture what they envisioned. The Development When we analyzed the existing brand, its product line, and the different elements of the identity, we noticed that the design was correct but did not give Patagonia Berries the hierarchy it deserved. It lacked emphasis on such a special name. The octagonal jars and the white lid were the features we decided to keep. We designed a new brand with a typography that achieves greater impact and better readability of the name. We utilized 3 complete faces of the front of the jar, creating a much more prominent 'facing'. We removed the photographic image of the landscape, replacing it with a symbol derived from a synthesis of part of the profile of the recognized Cerro Piltriquitrón, which is so characteristic of that area. Finally, we applied illustrations of each fruit, which provide appetizing qualities and differentiation among each type. The Result The brand looks renewed with excellent visibility and a more contemporary design, which month after month gains increased participation and great acceptance at the point of sale. The new design is supporting the expansion into new markets, where we receive many compliments and mentions about the change made. The final measure of the success of the redesign of a mass-consumption brand is the turnover of products and the growth in sales. Beyond the unusual year we are living through, all the variables appear very favorable and promising.