THE PROBLEM
Bella Unión came to CAPUT with packaging that was working against it. Yellow text on white backgrounds, inconsistent typography, and a logo that didn’t work at smaller sizes. On the shelf, where a brand has just seconds to communicate, the product was hard to read. It didn’t stand out. It didn’t persuade. The marketing team saw an opportunity to do what needed to be done: rethink the system from the ground up.
THE STRATEGIC DECISION
Before redesigning, we took the time to understand the category. Sugar is a commodity. Differentiation comes from identity rather than the product itself. Bella Unión had a history and an established reputation in Uruguay. The task was to turn that into a visual asset that would work at the actual point of sale, not just on screen. We rebuilt the entire system: a responsive logo, a color palette that supports readability, a clear typographic hierarchy, and a packaging approach that communicates across every size and format.
THE RESULT
An identity that reinforces Bella Unión’s position as a leading brand in its category, with visual coherence across the entire product line and the flexibility to scale without losing consistency.
