La Bella Easo
Reconnecting with the present
Grupo Bimbo commissioned us to update the La Bella Easo brand and packaging with the aim of regaining relevance and differentiation after more than fifty years on the market. Since 1968, this Spanish brand, which has undergone many packaging changes over the years, has gradually lost its differentiation from other brands. So the challenge we faced was to build a consistent visual identity and architecture that would clearly stand out on the shelf.
We began the rebranding process by updating the logo to make it bolder: we redrew the lettering, simplified the icon of the “girl” character that has accompanied it since its inception, and removed the halo that constrained it and prevented its growth.
Revising the color palette and its proportions was another important aspect of the new identity. We darkened the main color and combined it with natural and ochre tones to add warmth and highlight the naturalness of products that offer simple recipes for breakfast and snacks.
We represent the care and attention taken in the production process by showing the product with hyper-realistic illustrations that reveal some imperfections in their contours. In a context of perfect images generated by AI, we opt for images that reveal details of the illustrator’s sketches.
A still life illustration of the main ingredients of each recipe on the back of the pack reinforces the focus on renewed tradition and underscores the claims on the front: no preservatives or colorants, 0% sugar, among others.
This update to La Bella Easo is completed by a change in material, the use of recycled and recyclable film, and a more natural matte finish.
With this redesign, La Bella Easo has managed not only to regain a prominent position on store shelves, but also in the minds of consumers.
Client
Grupo Bimbo
Work
Branding & packaging
Date
2025
Sector
Food
La Bella Easo
Reconnecting with the present
Grupo Bimbo commissioned us to update the La Bella Easo brand and packaging with the aim of regaining relevance and differentiation after more than fifty years on the market. Since 1968, this Spanish brand, which has undergone many packaging changes over the years, has gradually lost its differentiation from other brands. So the challenge we faced was to build a consistent visual identity and architecture that would clearly stand out on the shelf.
We began the rebranding process by updating the logo to make it bolder: we redrew the lettering, simplified the icon of the “girl” character that has accompanied it since its inception, and removed the halo that constrained it and prevented its growth.
Revising the color palette and its proportions was another important aspect of the new identity. We darkened the main color and combined it with natural and ochre tones to add warmth and highlight the naturalness of products that offer simple recipes for breakfast and snacks.
We represent the care and attention taken in the production process by showing the product with hyper-realistic illustrations that reveal some imperfections in their contours. In a context of perfect images generated by AI, we opt for images that reveal details of the illustrator’s sketches.
A still life illustration of the main ingredients of each recipe on the back of the pack reinforces the focus on renewed tradition and underscores the claims on the front: no preservatives or colorants, 0% sugar, among others.
This update to La Bella Easo is completed by a change in material, the use of recycled and recyclable film, and a more natural matte finish.
With this redesign, La Bella Easo has managed not only to regain a prominent position on store shelves, but also in the minds of consumers.
Client
Grupo Bimbo
Work
Branding & packaging
Date
2025
Sector
Food
