The main objective of the rebrand was to align Superfüds’ visual identity with its mission to democratize access to healthy products in Latin America. To achieve this, we focused on developing a brand identity that reflects the values of health and sustainability that Superfüds promotes.
Throughout the process, we restructured the logo, explored a fresh and modern color palette, and built a visual identity system inspired by the graphic elements commonly found in the retail market, contrasted with organic elements that bring a new perspective to this segment. The new identity aims to communicate a more contemporary and consumer-friendly brand image, highlighting the freshness and natural qualities of the products Superfüds offers.
In the same way, we also worked on the brand’s verbal communication, ensuring that the messaging remained clear and consistent with the company’s values. This rebrand not only helped revitalize Superfüds’ image, but also strengthened its market presence and improved its connection with the target audience.
Superfüds is smart retail for Latin American consumer brands. Superfüds is a distribution company, but not in the traditional sense, its model combines technology, product movement, and capital so brands can scale without building their own infrastructure. At its core, Superfüds functions as modern distribution infrastructure, and a vehicle for growth capital, positioned as a long-term strategic partner. This enables brands to stay focused on what matters most: product, brand, and price.
CREDIT
- Agency/Creative: Diggin Design
- Article Title: Inside the Superfüds Rebrand: Designing the Operating System of LATAM Retail by Diggin Design
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Colombia
- Agency/Creative City: Medellin
- Market Region: South America
- Project Deliverables: Brand Architecture, Brand Identity, Brand Redesign, Copywriting, Editorial Design, Identity System, Logo Design, Motion Graphics, Packaging Design
- Industry: Retail
- Keywords: Superfüds, Superfuds rebrand, copywriting brand identity, visual identity system, logo redesign, packaging design, brand guidelines, art direction, typography system, editorial system, motion graphics, social media design
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Credits:
Diggin Design: Diggin Design
