Witness the challenge we faced in repositioning the candy packaging design of a product being made since back in 1946.
Primor is a company from Santa Catarina. It has been producing banana candies, purées and juices for more than 70 years. In fact, the banana candy is an icon of the brand. Successive generations have been consuming this delicious treat whose formula remains the same as the original.
The challenge was to modernize the banana candy packaging design without jeopardizing the recognition from consumers. Rather, they should be able to easily identify the brand’s traditional banana candy. And moreover, they should perceive the change as something positive and stimulating.
From this starting premise, we created a whole line of new products in different versions and sizes. There are candies of: banana, organic banana, banana with natural vanilla, banana with cinnamon, and bananas with chocolate coating.
It is important to note that the package design has to be guided by certain parameters adequate for the product’s history. A product that is very familiar to the consumer cannot lose its character. However, it is important to know the right time to update a brand, adding more value to it.
To ensure the final results would be in keeping with our expectations, we closely monitored the printing production.