Identity redesign for an iconic Uruguayan sweetener brand

Bella Unión® is a well-known Uruguayan sweetener brand, named after the city of the same name located in the far north of the country, very close to Brazil. Its agro-industrial complex is also one of the main economic drivers of the region.

The challenge

To update the visual identity and packaging of a highly recognizable brand, modernizing its aesthetic without losing familiarity on the shelf. The goal: to achieve a clearer, more contemporary, and consistent system across all product presentations.

Our strategy

To define the new identity:

  • We replaced the logo’s typography with a sans-serif typeface to improve legibility and achieve a more contemporary look.
  • We redesigned the symbol, aiming to convey the idea of an “embrace” with clearer, more open lines.
  • We built a color palette inspired by the colors of the Uruguayan flag, reinforcing the local DNA and the identification with a national product.

 

The result: a clean, simple, and modern aesthetic, ready to scale.

Implementation in packaging and graphic system

Based on the new aesthetic criteria, we redesigned the graphic identity of the sweetener packaging across all its presentations, developing a consistent visual language.

In addition, we extended the system into a complete communication ecosystem, designing promotional materials and point-of-sale pieces.

What we did

  • Visual identity redesign (logotype + symbol)
  • Packaging system for multiple product presentations
  • Communication materials: brochures, posters, catalogs, supermarket shelf hangers
  • Content and motion: animations and social media ads
  • Visibility applications: road signage and promotional materials
  • Production support: art direction, photography, filming, and video editing to promote national brown sugar production