Lima, a loyal Quatre Mains client with a long-standing heritage and expertise in the world of organic food products, was feeling the competitive squeeze applied by an ever growing, dynamic market, over-populated by me-too brands and powerful private labels.
The Lima brand and packaging identity is something that, like the brand, has grown organically over the years, letting each individual product innovation dictate how design brought the promise to market. Despite great successes, we felt that, due to this eclectic approach, the Lima family had become too fragmented and that it had become increasingly more difficult for consumers to connect and identify with a unified brand and a unified message.
(Credits video: Wax)
Tell your story
So, in order to reawaken brand and consumer connections, we decided to embark on a journey to the Land of Lima, where storytelling meets design to help spread the love across everything that the brand touches, across all packs, throughout the store, to communication and beyond.
It made only sense to help ground and bring focus to how the brand portrays itself through the creative lens of the planet from which all Lima’s products are originated. Lima Land is our inspirational and open, brand building platform that reflects the brands respect for Earth’s natural balance and their work to source only organic, plant-based ingredients for their healthy range of nutritive products.
With the birth of this visual identity we looked purposefully to help express the brand’s values of ‘balance’, ‘respect’, ‘purity’, ‘openness’ and ‘discovery’. Build on a unifying and neutral background colour, our Lima mountains and hills help divide a dreamy landscape whilst carrying the natural ingredients of each product. This punctuated with hard working or playful characters that help bring a creative interaction with a natural or human touch.
Guidance is key
Whilst the Lima branding watches blissfully over her world the packs work not only emotionally but functionally in order to communicate clearly product related families, ingredients and benefits. With over 300 sku’s and counting, throughout the Lima product portfolio, we were required to formulate a flexible but streamlined packaging system that works across countless products and packaging formats. This with consumer convenience always in mind, not only did we wish to entice them to discover and explore the land of Lima but make sure they’re guided clearly to their product of choice.
More than just a pretty pack, our work for Lima showcases how we wish to add value to our clients business and consumers lives through storytelling brand design. This inspirational platform has given birth to a design identity with a life of its own, with the ability to stretch and grow across touch-points whilst acting out the brand promise and reason to fall in love.
Kick back, relax and enjoy the land of Lima.