Client
Mogul, Arcor Group
Industry
Sweets
Services
Branding
Key Visual Redesign
Packaging Line Redesign.
Redesign of the Mogul brand image, the #1 gummy brand in Argentina.
RESUME
With the creation of «Mundo Mogul,» we refreshed the image of one of the most iconic brands in Argentina, enhancing its primary features: color, shapes, and fun. We built an ecosystem that unifies the entire product portfolio and brings them to life, creating a narrative to highlight the unique qualities of each product. A 360-degree concept that revolutionized the brand’s communication. The redesign was applied to all product lines and even extended beyond packaging to include TV commercials, POP materials, merchandising, co-branding, and events.
BRIEF
The brief started with a change in positioning. Mogul had built its communication around functional benefits like fruitiness, attributes that were no longer as valued by its consumers. The brand needed to focus on its true connection with those who consume it: Mogul is about fun and flavor. The challenge was to find a creative concept that would allow us to convey this playful and fun world.
Insight
Mogul is the brand that allows us to feel like children, connecting us with our childhood. It’s a product open to playfulness due to its characteristics, such as shapes, textures, colors, and flavors. Consumers play with the product, stretching it, bending it, and enjoying it. It’s the favorite candy for both adults and children, with a wide variety of product offerings so that every consumer can choose their favorite Mogul.
Challege
Finding a creative concept that would allow us to unify all product presentations under a single identity, with the strength needed to stand out at the point of sale and convey the brand’s values: indulgence, colors, shapes, fun, and flavor.
idea
We redesigned the brand image by creating «Mundo Mogul,» a world full of shapes, colors, and fun. Each product line represents a landscape in this world, with its own characteristics associated with the shapes of each product. In this way, we achieved indulgence through play and enjoyment. For the final illustrations, we had the collaboration of Fernando Rodriguez and his passion for details, lights, and shadows to create realism in a fantastical world. The 3D modeling and rendering of public spaces were handled by El Bloque Studio to develop the 360-degree concept.
