Helix®

THE PROBLEM

Helix is a Uruguayan cooperative that produces gluten-free foods. When it came to CAPUT, its products were presented in foam trays covered with cling film and adhesive labels, or in manually labeled bags. This functional but handmade presentation limited the brand’s shelf presence and differentiation.

The portfolio spanned several categories without a consistent visual approach, while key information—product, variety, weight, and gluten-free status—lacked a clear hierarchy. The challenge was to professionalize the presentation, communicate the quality of the food, and build a system capable of supporting the cooperative’s growth.

Row of Helix gluten-free empanada boxes, with the cheese and onion variety in front, in a garden setting

THE STRATEGIC DECISION

We redesigned Helix’s identity and structured the Helix / Celivida brand architecture as the foundation for a visual language applicable across the entire portfolio. We established shared principles for typography, color, layout, and information hierarchy, making the product name the focal point and clearly distinguishing categories and varieties.

Gluten-free messaging and seals reinforce trust, while the photographic approach highlights the food’s appeal and perceived quality. The system was built around repeatable templates, tailored to each format and ready to accommodate new products.

Under the Helix brand, we developed packaging for savory tarts, empanadas, pizzas, brown rice breadcrumbs, and crackers, among other products. For Celivida, we worked on sweet tarts and sliced bread, defining the visual style and preparing print-ready artwork for the different SKUs.

THE RESULT

A cohesive packaging family that transforms a handmade presentation into a modern, recognizable proposition ready for retail. The new hierarchy makes products and varieties easier to identify, strengthens shelf presence, and conveys greater quality and trust.

The portfolio is now organized within a flexible system, with visual guidelines and production-ready files to support future launches. A brand foundation designed to grow while maintaining consistency and recognition across every product.

Helix gluten-free crackers box on a gray background

Helix gluten-free sandwich bread bag on a gray background

Helix whole rice coating mix box with a breaded cutlet and salad