Clight Armonía The worldwide quest for wellbeing seeks a balance between mind and body. Clight Armonía®, the PB line’s most recent
After coming up with the ﬁrst name, “Sensaciones” (Sensations), three
extension, evolved from Duo,
backgrounds were created, one for each combination. The “sensation”
insofar as it is a mixture of two
was of three distinct products. After an exhausting brainstorming
ﬂavors. The concept differs,
session involving Kraft brand management, the advertising agency
however, in that the idea here
and Forum, the Armonía concept was ﬁnally created. It deﬁnes the
is to appeal to a new taste
spirit of the line and echoes the advertising campaign slogan: “Reﬂeja
sensation, by giving the fruit a
tu armonía”(Reﬂect your harmony), which communicates a way of
slight herbal touch.
being, a Zen type of serenity.
Based on the concept to be communicated and the proportions of the mixture, several proposals were offered for the Armonía image of “Durazno-Jazmín”(Peach-Jasmine). Forum transformed the concept of ﬂavor harmony into graphics by preserving the brand essence and the luster of the logo. The ocean and beach are, however, new elements (touched up photo). The idea of a calm sea was sought as a Zen-style sensation. After photographing the fruits and the herbs separately, then combining them and adding the ﬁnishing touches, the graphics were developed for “Limón-Menta” (Lime-Mint) and “Piña-Té Verde” (Pineapple-Green Tea).
FIVESECONDS The time a package on the shelf has to attract the consumer’s attention