Design of the Viar corporate identity, initially reflected in a new packaging for its assortment of “turrones” (Spanish nougat). The ultimate aim of the project lay in giving the brand the opportunity to survive as such by capitalising for itself the value of a handcrafted product of a much higher level than the average, and which until now had been offered for marketing almost exclusively under the brand names of contract packers, generally high-level bakeries.
SURVIVAL MEANS BRAND
It is clearly unjust for a manufacturer focused on achieving extraordinary product quality of an almost artisan dimension not to be compensated with either prestige or the revenue margin it deserves. Recovering the brand and its value in the market, unfalteringly linked to the exceptional nature of the product it offers, is the only way to amend a situation which otherwise has no future other than the disappearance of one more good producer.
With a standard format which does not incur the extra costs normal in products that seek to connote their artisan status, the design of the new packaging reserves all the limelight for brand and product, with no sensationalism. The aim is firstly to make the Viar brand attractive to the buyer by being true to itself, so that it can feed and finally grow based on the unbeatable impression provided by sampling each of its specialities of "turrones".
The Viar brand has a traditional family profile, having existed for 70 years specialising in the production of all types of nougat with a great reputation for quality among those in the know. Despite this, in its latest stage the brand was represented with an appearance in line with the most conventional and undifferentiated code of food consumption. The name of the brand, in a standard italic typeface and with an ostentatious initial “V”, was situated circumscribed in the recurrent red oval shape, an archetype of impact and dynamism.
In the redesign, we chose to create a specific calligraphy for the brand which preserves and more intensely reflects the most relevant features of its profile, such as its artisan nature and its painstaking quality. The stationary applications have also been produced for the new corporate identity.
Viar Turrones (Spanish Nougats)
Among the different specialities that Viar produces, the initial redesign project focused on one of the brand’s seasonal but emblematic products - its wide range of “turrones” (Spanish nougats). In any of the 4 formats differentiated by the weight and shape devised, the packaging consists of a paperboard container in which only two inks and a relief in the brand name are used.
The design concept is very simple. Precedence is given to the size and location of the window through which the “turrón” variety is identified, as the containers have been devised as multipurpose so that they can hold the very different types offered and thus be able to reduce stocks. The presence of the brand name is structured in each format based on the window, and always accompanied by a generic text