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La Michoacana

May 27, 2013 | 8 Comments

Designed by Parallel | Country: Mexico

“La Michoacana is a traditional Mexican “paleteria” wich has been in the market for a long time now. During this period, the brand has suffered a constant changing on its corporate identity caused by the non attendance to its marketing, leading to a misunderstanding of the brands core. We decided to change the concept by using a new packaging system focused on the substrate and product speech. This will lead to a more natural feel of the product, being able to see it and almost taste it by its natural colors and textures. The logotype was re-designed to make it modern and adjust some old aspects of the first logotype. We decided to conserve the rounded shape and the rounded typography making it more playful and fun. Using just the traditional “rosa mexicano” we designed a vibrant but sophisticated color palette, leading to a more specific target; a traditional brand adjusted to modern times.”

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8 Responses to “La Michoacana”

  1. Selena
    May 28th, 2013 @ 9:38 am

    cute! i love how the entire labeling system only consists of layering different stickers.

  2. cesar gomez
    May 28th, 2013 @ 11:52 pm

    is a very nice rebranding: it keeps the original brand taste, but adding more functionality to the brand presence.

  3. Elwood
    May 29th, 2013 @ 11:06 am

    I can’t help but think of Starbucks when I look at the logo. Circle, woman’s face, etc.

  4. faranak
    June 22nd, 2013 @ 10:41 pm

    this is cute! but i agree with Elwood!

  5. Edith
    June 24th, 2013 @ 3:08 pm

    would like to buy you stickers …

  6. Nath
    November 24th, 2013 @ 11:11 am

    Well, Elwood and faranak, you haven’t seen the other logos from La Michoacana, and they keep the woman-in-a-circle style since the start of the brand. La michoacana is almost like a part of the mexican tradition, and the ice creams they sell are really delicious.

  7. Maló
    March 9th, 2014 @ 7:43 am

    As a kid living in Mexico I always enjoyed Michoacana, but now that I can understand design I would love to see a rebranding of this staple to the culture.

  8. Lmoiom
    June 6th, 2014 @ 12:58 am

    See ice cream packing be attracted at the first glance think of ice cream as a child had this kind of packing. To look down or lenovo to starbucks

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