THE PROBLEM
Copacabana is a chocolate brand with a rich history and an established presence in the Uruguayan market. Bringing that legacy to a new format (hot chocolate in individual sachets) presented a clear challenge: modernizing the offering while preserving the familiarity that keeps consumers choosing the brand. In a small format, the packaging also has to fulfill multiple roles on its own: communicate what the product is, how to prepare it, and what experience it offers, all at a single glance on the shelf.
THE STRATEGIC DECISION
The insight was to embrace the history of cacao and draw on it. We incorporated a visual texture inspired by pre-Columbian patterns that connects the product to the authenticity of its origins, giving it meaning beyond decoration. The product imagery was designed to evoke the experience: the thickness of the chocolate, the spoon, the preparation ritual. Every element communicates before the sachet is even opened.
THE RESULT
A visual system that keeps the Copacabana universe recognizable, differentiates within the category, and generates immediate recognition on the shelf. The new format entered the market with its own identity — not as a generic extension of the parent brand.
