The challenge
As part of its diversification strategy, Cocorolló launched a new business model to bring its iconic products to new markets and consumption occasions.
For years, the brand has been well-positioned in consumers’ minds and hearts due to its high-quality products and strong emotional connection with families. However, the delivery experience needed improvement to align with Cocorolló’s core values and enhance customer satisfaction.
What we did
At ImasD, we started by connecting with the brand’s essence, personality, and value proposition—understanding what makes Cocorolló unique. To achieve this, we conducted workshops with the brand’s leadership team, as well as production, commercial, and service teams. Gathering different perspectives allowed us to identify key attributes to communicate and opportunities to enhance the packaging strategy.
Research
Through on-site immersions at Cocorolló’s points of sale, we observed and analyzed the brand’s current production, packaging, and delivery processes. Our findings revealed that Cocorolló excels at fulfilling its brand promise of offering “homemade-style” flavors, with carefully crafted dishes that deliver authenticity. However, despite a high level of standardization in production, the packaging and delivery experience had critical pain points:
Lengthy assembly and packing times due to excessive materials. Overuse of packaging materials, creating waste (plastic trays, aluminum foil, tape, elastic wrap, paper bags, folding boxes). Consumer frustration with excessive packaging waste.Compromised product quality, including leaks, loss of freshness and crunchiness, and poor presentation.
We validated these insights through direct consumer interviews, gaining a deeper understanding of their expectations and frustrations. Despite strong brand loyalty, consumers felt dissatisfied with delivery presentation—though they recognized and valued the product’s unique flavors.
These observations clarified what needed to be preserved and what required improvement to elevate the experience.
Concept development
Armed with our research, we conducted co-creation sessions with a diverse team from Cocorolló and potential users. The process included: Inspiration phase sharing key research findings. Idea generation: brainstorming as many solutions as possible. Evaluation and refinement: selecting the most promising ideas and transforming them into concepts.
From concept to prototyping, we tested real products to evaluate: Material efficiency, production time reduction, product presentation and quality improvement, simplification of formats for menu flexibility
We defined two standardized formats to cover all delivery menu items and an additional format for signature products like empanadas de posta and pasteles de pollo.
After testing and refining prototypes, we identified the most effective solutions for implementation.
The outcome
Beyond functionality, we recognized the need for a distinctive visual identity that reinforced Cocorolló’s brand essence.
To achieve this, we developed a graphic system that enhanced brand recognition and differentiation while strengthening consumer connection.
The results were measurable and impactful:
- Reduced packaging waste
- Faster assembly and packing times
- Improved product presentation
- More sustainable packaging materials
- A high-recognition visual identity
- Increased delivery sales
- Higher consumer satisfaction (presentation, flavor, and freshness)
With its new packaging system, Cocorolló is now expanding its delivery coverage, securing key partnerships with leading food delivery platforms, and reaching new consumption moments with its renowned flavors and tradition.
