Avinka is one of the leading brands of meat products in Peru, and recognized for using 100% chicken meat in its product portfolio. It has a fresh, fun and friendly spirit, but its visual identity was not aligned with the features that characterize it from its DNA, which represented a problem. It is also an innovative brand, from its internal processes to its packaging, which was being transformed, making it the first brand to use 100% recyclable bags in the national and regional category.
All this represented a great opportunity for change and we as an agency were in charge of leading the evolution to the new packaging, however, there was another big challenge, we had the regulation of not changing the logo, as it implied additional administrative and commercial costs to the company. This meant that the new graphic resources had to coexist with the current logo.
For the solution we realized that if there is something that is always present when we enjoy what we eat, are the expressions of enjoyment such as “mmmmm”, “yummmm” or even “wowwww”, so we decided to exploit them in our identity by merging them with an object that we use every day when we eat: a fork. This is how we capitalized on two recurring elements in our lifestyle and in the category, using them as new brand assets. In turn, these elements help the brand to speak and communicate its DNA from the packaging, adding its slogan “honestly” within our layout, we generated a correct reading to present each of its products: “Avinka, honestly mmmmmm Chicken Nuggets”. This helped the packaging to stop being mute and communicate their slogan fluently in each format, which speaks of their commitment to have tasty and quality products made from 100% chicken meat.
In this same sense, the photographic style was something very relevant, that is why the photographs show the product as it is, without editions, ornaments or elements that take it away from reality, because we must be consistent with its slogan: “Avinka, honestly”, and also because we must not hide our product between dishes to look appetizing. This is how our photography style helps us to separate ourselves even more from the traditional of the category, putting it in the foreground and being punctured by our Avinka fork.
Color was also very important in this transformation, we chose green as the protagonist, which was already an important asset of Avinka, adding it with a palette of pastel colors, which in addition to bringing freshness to the packaging, helped to differentiate the various Avinka product lines. The tone of voice was also a key element, that’s why we created phrases that Avinka would say to you when talking and we put them in each package to give them their own voice, it is in all spaces where it has to communicate with words.
This solution helped us to separate ourselves from the category of national and international chicken meat products, which is highly leveraged on traditional codes, so the change that Avinka decided to make broke structures and reintroduced the category. At the same time, it was one of the most relevant packaging design cases for Peru in its category in 2023.
