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As shown by the packaging productions, the breadth of the cereal ranges behind the GoldenBridge brand name reveals the great variety of consumers and reasons for consuming one product or another. This means that the design must give each option a different profile and that it is vital to highlight the descriptions and be able to recognise each product from a photographic still-life that is attractive and has impact.
The whole affects the visual prominence of the common brand to a greater or lesser degree. GoldenBridge’s prior visual identity was thus a striking red shape with the name and a white suspension bridge inside it (see image 3). There was no problem with rethinking the brand so that it would not clash with what was considered a priority - giving each range its own profile. For a confidence-inspiring and more discreet brand role, we chose a neutral and contemporary typography, dispensing with rootless symbolism. The only value to be considered was already incorporated into the brand - the international nature of the English name that refers to the foreign origin of this product category.
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GoldenBridge, children's cereals range
Redesign of the children’s breakfast cereals range, made up of 7 products under the Goldenbridge brand name.
Following the established code of personifying each product with a character, we decided to make a series of monsters the central characters of the range. Always with a friendly and imaginative feel, the mischievous aspect of these characters captures children’s attention. The freedom of forms and colours provides the range with a highly varied character which is at the same time cohesive. The quality of the illustrations, their expressiveness and dynamism, the impact of the tones and the myriad of details and nuances, including the names of the varieties, form a range that does not go unnoticed and which invites each box to be looked at closely.
GoldenBridge, Style cereals range
Redesign of a range of 4 varieties of cereals under the sub-brand Style by Goldenbridge.
In the previous design this name, along with a large female silhouette and the use of pastel colours, sent an erroneous message of a light product or one for dieting. We agreed to avoid these allusions but to maintain the feminine character through the conception of the calligraphy and the product still-lifes. Specifically, a fluid and pleasant calligraphy was created on a photographic background of white stripped wood that envelops the whole pack. It highlights an off-centre composition with a breakfast bowl along with the ingredients of the corresponding variety.
GoldenBridge, Classic Muesli range
Redesign of a range of 4 varieties of muesli under the GoldenBridge brand name.
When the new “Muesli Cruijiente” line was introduced, we distinguished this previous range by calling it “Classic Muesli”, as its four varieties present the type of mixture of cereals and ingredients that corresponds more to the original breakfast muesli in central European tradition.
In its previous design the range was called “Activ”, with the word circumscribed in a dynamic vortex. The meaning deduced from this was that being a high-energy product, consuming it enabled the consumer to be highly active. We agreed not to pre-judge its use when opting for the sub-brand “Classic Muesli”: it was perfectly suitable and suggested visual details capable of creating its own image, parallel to that of “Muesli Crujiente”. The vintage feel of the calligraphy we commissioned and the linen tablecloth texture under the bowl are resources that transmit the idea of offering a traditional breakfast of natural quality.
GoldenBridge, Muesli Crujiente range
Design of a new range of 3 varieties of muesli under the GoldenBridge brand name.
The GoldenBridge range of muesli varieties was already extensive, but this new range was to be included because its characteristics fitted in better with the majority of local tastes. We therefore proposed to name it “Muesli Crujiente” (Crispy Muesli) to highlight this particular feature.
The two GoldenBridge muesli ranges share an imagery of natural tradition. The design of their boxes presents a front part with an overhead photo shot of the bowl with the product and milk. In the case of the “Muesli Crujiente” line, the intense tones of the image highlight the wooden texture on which the bowl is resting, like that of a table that has become cracked over the years, with the evocative ingredients of each variety around it. The personal character of the specific calligraphy, created for the name of the range and each variety, completes the perception of a product with traditional, artisan roots, which provides all the quality of simple, healthy and natural ingredients.
GoldenBridge Corn Flakes
Corn flakes were the first product created in the late 19th century in the form of flakes of toasted cereal for breakfast. The subsequent development of this category, by adding ingredients and different shapes, has converted the simple corn flakes into a basic product in the cereals range. Nonetheless, our intention was not to make the new design of the GoldenBridge product visually basic, and to give it its own character and attractiveness.
The combination of the photographic image with the illustration and the reproduction of a calligraphy that associates the name with the product’s main attributes creates a pack with a highly personal look. The dynamism, familiarity and informality it transmits do not detract from the perception of a product of excellent quality.
GoldenBridge, chocolate stick range
Redesign of a range of two varieties of chocolate-enrobed sticks, plain and milk chocolate, under the GoldenBridge brand name.
The differences as regards the other range of muesli-type cereal sticks are substantial; therefore they have not been integrated in a common image. The product is very different in itself, much finer and bathed in chocolate, but the main reason behind its consumption is no less so. The product is a very appetising and tasty snack capable of satisfying hunger and which can be used to control the ingested energy intake. This is why it is as important to get across that the product satisfies the palate and the stomach at the same time as to highlight on the pack the low calories each bar contains.
The similarity between the audience and the consumer motivation of these chocolate bars and the “Style” cereals range is also translated into related graphics. In both cases, the product still-life stands out over a white background of stripped wood, giving the ensemble lightness and smoothness. The description just above is written in the same type of calligraphy as we created for “Style” - personal, fluid and with an agreeable and optimistic feel.