The challenge
To design a brand and packaging system for Greco’s new vegan cookie line, highlighting its healthy ingredients as the main attribute through an identity that sets it apart within the category.
What we did
We conducted category research on the local and international cookie market, analyzing the visual language of various brands and photographic styles that emphasize the importance of showcasing ingredients.
For Greco, Kalá represents a category evolution, as it is Colombia’s first certified vegan cookie brand, free from nutritional warning labels. With this in mind, we developed a packaging system where color and simplicity allow the cookies to take center stage.
The outcome
As a result, the packaging design incorporates organic textures and elements, even within the logo, evoking both the production process and the natural essence of its dough and ingredients.
We established an aesthetic that presents the product in a real, natural, and approachable way, using modern colors that create contrast, making it stand out in a category dominated by lighter tones, as seen in the healthy cookie segment.
A top-down photography style, featuring bitten cookies, highlights the product’s texture and attributes, making it more appealing to health-conscious consumers.
The combination of textures, typography, colors, and dynamic graphic elements brings the brand personality to life, ensuring a unique and differentiated identity.
Design: Juan Urrea, Simón Villegas
Renders: Danniella Aristizábal
Art Direction: Sandra Mora
Creative Direction: David Freyre
