Latina

One of Latina’s key brand objectives in the short term is to further separate Latina from the competitors, to reduce the degree of substitutability between the brands. The packaging re-design also needed to further reinforce Latina’s promise of ‘passion for freshness’.

The dominant theme of the pack design was freshness. Above this, Latina should always be seen as Knowledgeable, Genuine & Passionate.

Latina operates in a highly cluttered, busy supermarket environment, so standing out from the crowd is vital and needed to be extremely engaging & relevant for consumers.