In the late 70s, Bimbo launched its three famous pastries with great success. Fifty years later, Bimbo entrusted Supperstudio to update its design, branding, and packaging in order to connect with today's children and teenagers.
Since its launch, Bimbo's range of pastries had undergone changes that had disconnected it from its original target audience and diminished its presence on store shelves. To reconnect with consumers, Supperstudio defined three key areas to focus on in updating its identity. As its creative director, Paco Adín , explains, "We knew we had to focus on modernizing its visual appearance, building a contemporary personality for the characters, and giving it a more natural look."
Bony moves to the rhythm of rap and Tigretón dances reggaeton. Everything in the new design aims to win over new audiences by tapping into nostalgia and bringing back all those who went to primary school in the 80s and 90s. Furthermore, the materials have been revised to give it a more natural look, improve the feel, and enhance the consumer experience with the packaging.
Pink Panther revives its vintage look, typography, and illustrations, but incorporates the product image to make it more appealing and unique. As Paco Adín explains, “the design has remained true to the iconic character and given it a more sophisticated tone.”
With its 60th anniversary, Pantera Rosa de Bimbo is presented on the shelves more current than ever, being totally faithful to its unmistakable identity. The new design has given the family of cupcakes greater visibility on the shelf and has managed to significantly improve sales of the three products. In addition, the family of cupcakes won a Pentawards in the last edition of the awards, where effectiveness and quality of design were valued.
