Project Description: Turbana is a Colombian brand with a worldwide presence. After many years without updating, the brand faces competition in the Colombian, American and European markets, with the need to revitalize and communicate its value proposition in a clearer way and according to the changes in consumption in the world.
Solution: Before entering a design phase, we carry out a category research and inspiration process, identifying local and global trends. This was the starting point for choosing graphic guidelines such as the use of vibrant colours, taking ingredients as the protagonists and having a defined architecture adaptable to multiple flavours.
Then, we defined a brand strategy that seeks to simplify the way of displaying the ingredients, inspired by the museum exhibitions where each of the elements are broken down and presented separately, with the idea of communicating that the product is natural and its preparation has few ingredients. Branding was also simplified by eliminating colours and containers. Through colour, we can generate a direct impact and differentiation in the snack category.
Cultural context: The Turbana brand originates from the Urabá Antioqueño region, a traditionally banana region with large plantations and thousands of people dedicated to the cultivation and transformation of bananas. This is one of the most important products of export along with coffee and reaching more than 40 countries in the world.
What’s Unique? The modern colours and the photography show the product in an unexpected way, inspired by museum exhibitions and the concept of cuisine “mise en place” that organizes the ingredients to show them as they really are.
CREDIT
- Agency/Creative: Grupo IMASD
- Article Title: Grupo IMASD Creates a Range of Packaging for Platano Chips Brand Turbana
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Colombia
- Agency/Creative City: Medellín
- Market Region: Europe, North America, South America
- Project Deliverables: 2D Design, 3D Modelling, Architecture Concept, Architecture Photography, Art Direction, Brand Architecture, Brand Refinement, Brand World, Concept Art, Design, Directing, Food Photography, Food Styling, Packaging Design, Packaging Guidelines, Product Photography
- Format: Flow-Pack
- Substrate: Metal, Plastic
- Industry: Food/Beverage
- Keywords: Colourful, Minimalism, Food and Beverage, Snacks, Modern, Refresh
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Credits:
Graphic Design: Sandra Mora
Photography for Packaging: Andru00e9s F. Bermu00fadez
Food Styling: Suma Producciu00f3n
Photography concept: Espacio Crudo
Art Direction: Sandra Mora y Felipe Cardona
Creative Direction: David Freyre
