PARA LOS COLOMBIANOS — BRAND TRANSFORMATION
A complete brand transformation designed to turn a product-led identity into a broader, more recognizable brand system.
Para los Colombianos evolved from an identity strongly associated with salmon into a unified brand capable of representing a growing portfolio of seafood products while preserving the familiarity and recognition already built with its audience.
THE STARTING POINT
The original identity was built around “El Salmón para los Colombianos,” placing the product category at the center of the brand.
As the portfolio expanded, this structure became increasingly limiting. The challenge was to retain the equity behind the existing name while creating enough flexibility for new categories to coexist under one recognizable identity.
ONE NAME. A BROADER IDENTITY.
The rebrand shifted the focus from a single product to the name that already carried the strongest connection with the audience: Para los Colombianos.
This became the foundation of a broader identity system capable of bringing salmon, shrimp, tilapia, tuna and other seafood categories together under the same brand without losing clarity between products.
BUILT TO GROW WITH THE BRAND
The transformation introduced a new logo, a more structured visual hierarchy and a flexible graphic system designed to work consistently across different product categories.
Typography, illustration, category colors and the ribbon element became key components of the identity, creating stronger recognition while allowing each product to maintain its own presence within the portfolio.
CONSISTENCY ACROSS EVERY PRODUCT
Packaging became one of the main expressions of the new identity, rather than treating each product as an isolated design, the system was built around shared principles of composition, hierarchy and recognition. This created a cohesive family of products while keeping essential information and category differentiation clear.
A MORE FLEXIBLE FOUNDATION
The result is an identity that no longer depends on a single product to define itself.
Para los Colombianos now operates as a broader brand platform, with a visual system designed to support portfolio growth, reinforce recognition and create a more consistent presence across every brand touchpoint.
Recent Works
