“Productos Ramo SA is a popular Colombian snackfood company, one of the few independent national brands that offer serious competition to multinational brands like Frito Lay and Grupo Bimbo. Ramo snacks, sold in corner stores and snack stands around the country, are somewhat of an institution in Colombia, the most well-known being ‘Gala’ packaged pasteries, ‘Chocoramo,”’ a square of cake coated in chocolate created by pastry chef Olimpo López, and ‘Maizitos’ (Frito-like fried corn chips). The company was founded in 1950 by Rafael Molano, from whom it takes its name. Ramo was the first brand to offer prepared and packaged cakes in Colombia. The logo and packaging of its products have changed little since the 1960s. It has several factories throughout the country and produces most of its own ingredients, including flour and eggs, in-house.” (Wikipedia)
Misty Wells & Zea (Bogotá, Colombia)
For the first time in its history, one of the most important brands for the Colombian people, dares to redesign after 68 years the logo created by its founder. Ramo, a company specialized in bakery products, was the first brand in its country to offer prepared and packaged cakes, for this reason, it is one of the brands most loved by Colombians, as they grew up eating cakes, cookies and other products which the brand leads with in the market today. It was a process developed with great respect and great care, understanding the importance and roots of this brand, where its personality, values and brand attributes were enhanced to make it more current without losing its essence. The project includes the development of brand structure and architecture and the redesign of its packaging, including all the illustrations, which are a reflection of the love and affection that Ramo transmits to all Colombians.
Misty Wells & Zea provided text
Images (opinion after)
As the new logo proves, the old logo had good bones and intentions but it definitely looked a little weird and unsophisticated. The new logo is a lovely, simple evolution that makes the best of its predecessor with a great job in the lettering update and a much more balanced holding shape. I love how good the logo looks against the blue and red backgrounds with its thick white stroke around it. The packaging is an improvement for sure but it still has that commercial mainstream packaging aesthetic to appeal to as many people as possible — this ain’t no artisanal cupcake line so it’s perfectly appropriate. Overall, a solid and pleasant evolution that improves on execution while keeping the equity of the brand.