BIMBO
What pasada!
Bimbo challenged us to revitalize its Bony cupcake, commissioning us to redesign its branding and packaging, along with the rest of its range of cupcakes. The goal: to reconnect with their most loyal audience -the baby boom generation- and conquer the new generations. So we knew we had to work on the new identity of their range of cupcakes on three axes: modernize its visual aspect, build a current personality for the main characters and give it a more natural look.
Bony was launched in the 70’s with great success, becoming an icon of the snacks of a whole generation, along with Tigretón and the Pink Panther. Since then, its design has undergone changes that had disconnected it from its original target and diluted its presence on the shelves.
After our redesign, Bony moves to the rhythm of rap, inspired by one of the most brilliant stars of the rap world, Jay Z. Stanzas, rhymes and phrases in Spanglish are now part of Bony’s language.
The new Bimbo cupcakes update their visual identity with a personal and musical image that engages with the younger audience and reconquers its original target. Naturalness, rhythm and indulgence with a beat.
After our update, Bimbo has managed to increase its cupcake sales by double digits in one year, once again standing out on the shelves thanks to this redesign.
What a blast! Yes, it’s got strawberry jam, baby. Strawberry!
Client
Bimbo
Work
Packaging
Awards
Bronze Pentawards 2023
Sector
Food
BIMBO
What pasada!
Bimbo challenged us to revitalize its Bony cupcake, commissioning us to redesign its branding and packaging, along with the rest of its range of cupcakes. The goal: to reconnect with their most loyal audience -the baby boom generation- and conquer the new generations. So we knew we had to work on the new identity of their range of cupcakes on three axes: modernize its visual aspect, build a current personality for the main characters and give it a more natural look.
Bony was launched in the 70’s with great success, becoming an icon of the snacks of a whole generation, along with Tigretón and the Pink Panther. Since then, its design has undergone changes that had disconnected it from its original target and diluted its presence on the shelves.
After our redesign, Bony moves to the rhythm of rap, inspired by one of the most brilliant stars of the rap world, Jay Z. Stanzas, rhymes and phrases in Spanglish are now part of Bony’s language.
The new Bimbo cupcakes update their visual identity with a personal and musical image that engages with the younger audience and reconquers its original target. Naturalness, rhythm and indulgence with a beat.
After our update, Bimbo has managed to increase its cupcake sales by double digits in one year, once again standing out on the shelves thanks to this redesign.
What a blast! Yes, it’s got strawberry jam, baby. Strawberry!
Cliente
Bimbo
Work
Packaging
Sector
Food
Awards
Bronze Pentawards 2023
