In the past few years, we’ve seen the rise of tinned fish brands utilizing trend-forward branding. And while everyone seemed to love it, tinned fish doesn’t quite have the legs like charcuterie.
Because no one will ever turn their nose up to cured meats. And fish don’t have legs.
Purlom is a Spanish meat brand that’s been around since 1981 but recently turned to Onmi Design to refresh the company’s packaging and branding for a new generation of delicious meat lovers. Thus, Onmi was tasked with a complicated brief: balance the brand’s contemporary consumer while considering the 40-year history that came before.
Previously, the brand’s packaging featured a stale corporate logo and colors that were almost too perfectly coordinated with the meat contained within. However, the new identity takes an entirely different path, utilizing extremely bold, confident typography, a bright and playful color palette, and a graphic system that taps into the brand’s rich history. … And despite most brands claiming that they’ve redesigned their packaging when they’ve just made simple edits, Onmi’s work is a true overhaul and brand reimagination. They took a stale packaging system and recreated its entire essence through every design element.
Instead of moving in a traditional direction, the new design becomes immersive and playful while balancing the character of a small family-owned brand. Injected into the design is a sense of nostalgia and personality, one filled with the liveliness you’d want to experience at every meal.
When thinking of consuming Spanish-based charcuterie, there’s an instant association with tables filled with loud conversation, inside jokes, flowing wine, and endless plans for future soirees. Onmi has done a magical job of capturing the vibe of the category while elevating the brand to a visual space it previously lacked.
In addition to the vibrant color palettes and spirited typography, the blue and white frame around the window cutout creates a dreamy vignette that instantly presents the product to consumers in a wistful tablescape. Onmi also designed coordinating boxes that fit precisely within the same brand story, utilizing brightly colored cardboard boxes and the same black, bold typography system. Resulting in a well rounded, beautifully executed packaging overhaul.
Not only was Onmi able to establish Purlom in a modern market, but the rebrand is based on the brand’s core beliefs and traditions: meaningful memories made around the dinner table. The rebrand is honest, authentic, and, most of all, beautiful.