BY Armin

Makeover for the Baker

Grupo Bimbo, one of the largest food corporations in the world based in Mexico City with a strong presence in Latin America, and famous for its delicious snacks and ubiquitous bread, has been making headway into the baked goods market in the South American country of Uruguay by purchasing El Maestro Cubano (“The Cuban Craftsman” could be a proper translation in meaning), a leader in that category. The new, revitalized logo has been executed by Uruguay-based Kabala, who had previously done packaging for Bimbo and are now heading the design of the packaging. The brief was as simple as it gets: Make the logo fresh and relevant, stick with the same elements. With the complicated discussions around vaguely disclosed strategies we read on press releases, it is rather nice to just be able to look at a no nonsense graphic execution. The old logo was charming and the typography most likely the result of an original sign painting outside of the first store — I’m just romanticizing here, I don’t know the story of the logo — while the new one fits perfectly in today’s world of consumer good packaging and icons. The typography — set in Myriad Pro Black Italic (I never would have guessed) — is clean and friendly, and pretty much the same can be said about the baker. The elements are well integrated and the colors more in tune with the flagship brand of Bimbo. A very hearty update for this purveyor of (what I’m sure are) delicious treats.

\n\nGrupo Bimbo, one of the largest food corporations in the world based in Mexico City with a strong presence in Latin America, and famous for its delicious snacks and ubiquitous bread, has been making headway into the baked goods market in the South American country of Uruguay by purchasing El Maestro Cubano (\"The Cuban Craftsman\" could be a proper translation in meaning), a leader in that category. The new, revitalized logo has been executed by Uruguay-based Kabala, who had previously done packaging for Bimbo and are now heading the design of the packaging. The brief was as simple as it gets: Make the logo fresh and relevant, stick with the same elements. With the complicated discussions around vaguely disclosed strategies we read on press releases, it is rather nice to just be able to look at a no nonsense graphic execution. The old logo was charming and the typography most likely the result of an original sign painting outside of the first store — I'm just romanticizing here, I don't know the story of the logo — while the new one fits perfectly in today's world of consumer good packaging and icons. The typography — set in Myriad Pro Black Italic (I never would have guessed) — is clean and friendly, and pretty much the same can be said about the baker. The elements are well integrated and the colors more in tune with the flagship brand of Bimbo. A very hearty update for this purveyor of (what I'm sure are) delicious treats.

Many thanks to our ADV @ UnderConsideration Partners