Merging two major brands
Emsal is the leading salt brand in Lima, with over 50 years in the market, while Marina holds the leadership position in Chiclayo and Arequipa.
Both brands belong to the Emsal portfolio. Under the guidance of the consultancy firm Métrica, a decision was made to optimize resources and unify them under a single brand using the name Marina (highlighting the origin of salt), while retaining Emsal as a supporting element.
In order to preserve the recognition of Marina and Emsal in their respective markets, we defined orange as the primary color (present in both brands) and used a similar structure of previous packaging.
Also, we keep the kitchen tools into the design. While retaining these elements, we modernized and contemporized their appearance, resulting in a perception of higher value, enhanced visual impact and clear identification of the varieties, all of it without compromising the brands’ prior recognition.
