Bella Unión came to CAPUT with packaging that was working against them. Yellow text on white backgrounds, inconsistent typography, a logo that didn’t scale to reduced formats. On the shelf — where a brand has three seconds to communicate — the product wasn’t readable. It didn’t stand out. It didn’t convince. A change in marketing management created the opportunity to do what needed to be done: rethink the system from the ground up.
Before redesigning, we understood the category. Sugar is a commodity — differentiation doesn’t come from the product, it comes from identity. Bella Unión had history and recognition in Uruguay. The work was turning that into
a visual asset that would perform at the actual point of sale, not just on screen. We rebuilt the complete system: responsive logo, legible color palette, clear typographic hierarchy, and packaging logic that communicates at any size and format.
An identity that sustains Bella Unión’s position as the reference brand in its category — with visual consistency across the full product line and the capacity to scale without losing coherence.
