Behind the Branding IV: The Rambala Case and Its Visual Transformation

Every time we take on a rebranding, we do it with respect for the brand. And that’s how we approached Rambala, a food brand for dogs and cats based on the BARF diet, made up of raw foods. This brand came to us with a great product and good positioning, but it was lame on the visual side. The brief was to make the brand look as professional as the product they had managed to create. And that’s what we focused on.

In any case, the most important thing was earning their trust. Every time we do a strategic rebranding we propose two evolution routes, one more natural and one more drastic. Rather than forcing them to decide whether they wanted the change to be bigger or smaller, we walked the path of deciding, testing and comparing together, with two different graphic routes, which one suited them best. We decided together that the brand had plenty of room to change and become more iconic than it was.

An evolution that made an impact on the shelves

We went for a drastic but responsible change, connected to the essence of the brand. We didn’t want users who already bought the brand’s products to forget it or get confused. We kept the most notable visual codes, such as the use of color as a background, the strong condensed typography and the windows on the packages, so it would still feel like the same brand. But with a powerful visual change.

Rambala had one symbol for dog food and another for cat food, but what happened when Rambala signed for both cats and dogs? They had no logo that worked for both. We found an opportunity in creating a logo with a container that was visually powerful, and played with what dogs and cats have in common: the snout. We took ownership of the snout and made a graphic synthesis that anyone could draw, and turned it into an iconic, easy-to-remember seal.

The brand also had to feel friendlier. On one hand, we have the concept of “perrhijo/gathijo” (dog-child/cat-child), which reflects the love and care owners give their pets as part of the family. On the other, Rambala cares deeply about giving pets the best benefits through high-quality ingredients. We had to convey that affection and dedication on the packages without losing solidity or iconicity.

Another graphic challenge was creating a visual unity that represented all the products in its portfolio so that they all felt part of the same family, despite being different flavors and types.

Finally, we achieved a significant visual impact on shelves; today it is a product that stands out a lot. Each flavor has a color, but all are easily identified as part of the same family.

Packaging is what lets you make it evident that your product is not just one more in the crowd. When a person is in a supermarket and sees something that catches their eye, walks closer, touches it, looks at it and notices the details, you are much closer to getting them to buy it.