Carulla Logo, Before and After

Established in 1905, Carulla is a chain of grocery stores across Colombia with 76 locations and 6,000 employees. This past Friday, it introduced a revised identity designed by Bogotá, Colombia-based SmartBrands that will roll out in a dozen stores first.


Logo evolution, showing the oval as part of the equity.

The new logo combines a friendly and gourmet style. The double “ll” becomes the focal point to evoke a smile, which represents the satisfaction they want to offer more than 6,000 employees working for the brand to customers. Recovered the oval as a valuable source of identity that has been on the brand since 1905.
SmartBrands Case Study



Logo animation.

When you see the logos used throughout the years, the newest version is a great fusion of all of them, finding a successful balance between the straight-forwardness of the early sans serif logos and the exaggerated script last used. As I have expressed before, I will always give a thumbs up to a nicely executed, custom, mono weight script and this one makes me smile — a little less awkwardly, though, than the slightly forced smile they have tried to embed in the “ll”. It’s a good idea and it almost works but the space in between the two “l”s creates a large gap in the word and more than a smile it starts to look like bunny ears. As a standalone icon, the “ll” works better, as seen in the bag below, but even then the smile expression is not quite well captured. I don’t think it’s necessary to have a perfectly readable smile but this one feels slightly forced. Nonetheless, as a mark, it’s catchy and recognizable.



Sub-brand logos.




Sample brochures and recipe book.


Packaging for its private label.

The rest of the identity and packaging uses a colorful and comfortable visual device of overlaying the logo on other bold food shapes and product photography against white backgrounds. It’s a formula that, as usual, works very well. The supporting typography is a combination of the increasingly ubiquitous Archer, Gill Sans — which they have managed to use as poorly as possible — and a script that kinda looks like the logo but isn’t. Overall, everything has a welcome, joyful flair.

filed under Retailers and tagged with , , , ,

April 30, 201204.30.12 by Armin

↓ Poll

Voting Begins
Voting Ends


This entry was generated in the previous layout of the site. Images and styling will be slightly off.

Poll and results are shown at the end of the post in the main content area.



Upcoming BNConfs

Chicago 2017
Pre-sale tickets are now available for the 2017 Brand New Conference in Chicago on September 14 – 15.

Europe 2018
Plans are in development for coming back to Europe in Spring of 2018 with the current top contender host city of Barcelona.