Dicar, a new visual identity and packaging line for the mass market
Brand redesign and creation of a visual system for an icon in the production of ice cream wafers and cones.
Dicar is undoubtedly a leader in its sector. Most likely, we have all consumed their products since childhood, as they are responsible for the daily production of millions of wafers, cones, and cookies for sale in stores, supermarkets, and for the production of major ice cream brands.
When they contacted our studio, one of our first tasks was to analyze their brand, packaging, and determine whether consumers remembered it. We soon realized that, although it has been present for nearly 70 years, consumers did not easily recognize it. The problem? A confusing brand presence, a lack of clear strategic direction in terms of branding, and numerous graphic versions of their packaging for similar products.
After a thorough analysis and establishing a joint strategy with the company, we began the redesign of their entire corporate identity. We simplified their shapes and colors, focusing on making it recognizable and memorable. From the logo and the created styles, we built a visual system and graphics that would connect with consumers through the most tangible element: their packaging.
We conducted several product photography sessions, which helped us illustrate the entire graphic universe of Dicar: their website, stands for trade shows, ads in industry magazines, animations, corporate presentations, product catalogs, and of course, the packaging.
What did we do?
· Creative direction
· Brand redesign
· Corporate identity
· Coordinated graphics
· Claims y copy
· Social media graphics
· Photography art direction
Regarding the packaging, it was crucial to create a pattern that would standardize the entire line of containers and be recognizable and memorable for consumers. We eliminated the noise and created a simple, functional package where the product, logo, and corporate colors were the main focus. In this way, in addition to highlighting the product, we would ensure that the customer remembered it during their future supermarket purchases.
We developed a comprehensive visual system for the brand, which we later applied to its main channels, both offline and online: their new website, styles for social networks, animations, trade show stands, product catalogs, advertisements, and outdoor advertising supports, primarily.
In summary, Dicar now projects the same image across all its channels and has become a memorable and more consumer-friendly brand.