Blanco & Negro: Updating an Iconic Brand.
Client
ByN, Bagley
Industry
Biscuits
Services
Packaging Line Redesign
Brief
Relaunch of the simple BYN alfajor with the aim of creating an impact and recall for those who have known the brand since the 90s, and curiosity for those who did not experience that disruptive moment of the brand.
Insight
Blanco y Negro work in tandem; one does not exist without the other. It is a unique product in the market, and its distinctive feature is its characteristic almond rain.
challege
Restore the shine to the brand by appealing to existing consumers while simultaneously attracting new ones.
IDEA
We revisited the path taken during the brand’s launch in the 90s. We brought it to our times by proposing a dynamic of opposites but complementary. For communication, we took advantage of the upcoming elections in our country: Blanco or Negro, which side are you on?
RESUME
Blanco y Negro marked a milestone in the 90s with its absolutely disruptive and Dadaist communication. Today, we revisit what made it shine, updating it to our times and delving deeper into the dialectics of opposites.