Supreme

On a Sunday in 2014, a devastating fire occurred in Valparaíso, Chile, destroying the Cambiaso plant, the company responsible for the renowned tea brand "Supremo." "Our factory has been completely destroyed, but we will get through this as Chileans," the company posted on Twitter, "thank you for your unwavering support." After the disaster, the company redirected its efforts, imported tea, and acquired new machines to resume its packaging in Chile. This decision further strengthened the emotional bond between the brand and its audience. THE PROBLEM As a result of the fire and subsequent shortages, Supremo, a brand with over 140 years of history, had lost significant market share in its category. Competitors, including prestigious international brands, seized the opportunity. There was no time to waste: with the plant rebuilt, cutting-edge equipment, and production active again, the company called in three international design firms; among them, Grupo Berro. THE OPPORTUNITY An excellent brand is one that overcomes adversity: it was then, in a critical situation, that they decided to present the new face of Supremo. What did we do? We delved into the brand's history. We analyzed what they had done since its founding. In that quest, we came across a graphic icon in the shape of a "boomerang." We revived that figure and incorporated it into the logo, which we subtly adjusted. We designed a black band that contains the new brand and applied it across the entire line – which includes more than 90 presentations on the shelf – achieving a clear identity linked by the band, while respecting the unique, autonomous personality of each presentation. The logo was the connection: within the logo was the affection, the more than 140 years of quality and loyalty. THE RESULT For Grupo Berro, one of the functions of design is to make the complex easy. Now, with a single glance, consumers can choose from over 90 presentations of Supremo, knowing at all times that it is the brand that saw them grow. We respect the heritage. We enhance the essence of the brand.