We were commissioned to redesign Claribel, a fine pastry brand, which still preserves original Peruvian recipes with the same preparation and ingredients of yesteryear. With excellent quality ingredients and handcrafted since 1992. Claribel invites us to enjoy memorable experiences.
To celebrate its 28 years, the brand was relaunched, seeking to differentiate itself from a saturated dessert market, highlighting the key role of Claribel and her family memories creating and innovating in the dessert. The design conveys the tradition and attention to detail that characterize the brand, with a charismatic twist through illustrated characters, a distinctive color and clear storytelling through its website and the different pieces of the brand.
Brief: Renew the Claribel identity to celebrate 28 years of the brand. Refresh identity, bring it to the present. Cultural context / Insights: The market is saturated with American and European style dessert brands. Claribel is one of the few brands that creates Peruvian desserts made in a traditional way, with practices little maintained nowadays, such as the creation of the baked white delicacy that involves being aware of the dessert, stirring it by hand, for hours with extreme care. Sales via delivery increased exponentially since the beginning of 2019 but especially during the pandemic, so it was necessary to create a website that contains all its products and is easy to purchase.
Solution: Create an identity that seeks to differentiate itself from a saturated dessert market, highlighting the key role of Claribel and her family memories creating and innovating in the dessert. The design transmits the tradition and attention to detail that characterise the brand, with a charismatic twist through illustrated characters, a striking color and clear storytelling through its website and the different pieces of the brand. We also design the packaging for all your products as well as the visual guidelines for social media and its new website.
- Agency/Creative: Icono Comunicadores
- Article Title: Icono Comunicadores Revamps Claribel Identity
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Packaging
- Agency/Creative Country: Peru
- Market Region: South America
- Project Deliverables: Brand Guidelines, Brand Identity, Brand Redesign, Brand Strategy, Branding, Identity System, Illustration, Packaging Design, Rebranding, Research, Tone of Voice
- Format: Bag, Box, Sleeve, Tag, Tin
- Substrate: Glass Bottle, Metal, Pulp Carton, Pulp Paper