Coex Café is the best known brand of the COEX group, which is dedicated to the preparation and export of roasted and ground coffee 100% Salvadoran. This coffee is consumed at a massive level, and is known to be a traditional coffee.
We had to revitalize the brand, because it had become generic. The market was saturated with pasta brands, Robertoni needed to stand out of the rest, and needed to increase in sales.
The Pepper Solution
The process began with a branding assessment to find the best way to refresh the brand´s image without loosing the brand´s essence, we wanted as well, to make sure that the costumers could still recognize one of the most important graphic elements of the brand, the letter “R” from Robertoni. At the same time, needed to make it easier for the costumer to read the brand´s name. Following the in-market trends, a modern isotype was designed with the iconic letter “R, a modern and friendlier tipography was used and the colors refreshed, as they already reflect the Italian brand´s essence.
Once the logotype was changed, we created a brandbook, which guided the path to the set up of the stationary and the advertising graphic line later on, applied to the packing graphic line.
The pastas and seasoning packagiag was redesigned using the latest trends so that the product could be shown from the “top view”. This was a bold choice, due to the fact it was something very different than what the market was used to see for this type of product. Open spaces were left in the design so that the costumer could see the product. Images were also used to show what you could cook with the products.
“Thanks to the renewal of the Robertoni’s packaging line, we regained our position in the market and successfully relaunched the brand. We managed to regain our market share, taking back part of the national market.”
Lic. Marco Cader. - Marketing Manager of Robertoni
Advertising Graphic Line