Helix®

retail-ready packaging redesign

Helix is a Uruguayan cooperative that produces gluten-free foods.
We redesigned its identity and developed a packaging system to organize its portfolio, improve shelf readability, and elevate the perception of quality across every product.

The challenge

When Helix came to CAPUT, its packaging was functional but very artisanal:
foam trays + plastic wrap + a glued label (and in some cases, bags with applied labels). This created several typical brand issues in retail:

• Low presence and little differentiation at the point of sale.
• Key information (variety, weight, “gluten-free”) lacked clear hierarchy.
• A wide product portfolio, but without a consistent visual criteria across categories.
• Difficulty scaling: each product was handled “manually,” without a system.

Our proposal

We worked with a branding + packaging architecture approach: first we organized the brand, then we built a graphic language that could be applied across the entire product line.

The solution: a packaging system, not “standalone pieces”

We created a visual system with:

• Strong product hierarchy (hero product name and clearly readable variants).
• Consistent identity (branding, typography, grids, and information blocks).
• Trust elements: badges and messages like “Gluten-Free Product.”
• A defined photography style to enhance appetite appeal and perceived quality.
• Replicable templates to add new SKUs without losing consistency.

Under the Helix brand, we developed packaging for:
• savory pies, empanadas, pizzas, brown rice breading, and cracker-style biscuits, among others.

For Celivida, we worked on packaging for:
• sweet pies and sliced bread.

The goal was clear: for Helix to look and be understood for what it is — a reliable Uruguayan gluten-free food brand — with packaging that is modern, consistent, and easy to scale for production.

Results

The shift was immediate: from an artisanal presentation to a brand with a cohesive product family, more competitive on the shelf and with real potential to grow.

• Greater visual impact and quick readability by category/variant.
• Organized and scalable portfolio: a system ready for new launches.
• Premium and trustworthy perception, aligned with the gluten-free market.

What we did

• Brand visual identity (Helix) and brand architecture (Helix / Celivida).
• Packaging system design (grids, hierarchies, color criteria, and styles).
• Adaptation and final artwork design for multiple SKUs.
• Definition of visual style and art direction for on-pack communication.