United nations: Food branding with a Latin twist

13 : 01 : 2013 Branding : National Symbols : Positive Patriotism

San Pedro Garza García, Mexico – Latin American food brand Salvatierra turned to Mexican branding agency Anagrama to help spruce up its product design for the South Korean market.

The brand wanted to position staple commodities including oil, coffee and sugar as high-end imports. ‘Our design proposal uses flag icons to exalt the product’s origins and gold foil to express its premium quality,’ says Anagrama. ‘We used a simple typography to dignify the text and to finish rounding up the brand’s premium nature.’

Brands need to be careful how they use national symbols, since they can become associated with militant views, as explored in our Positive Patriotism microtrend. By placing several flags side by side on different products, Salvatierra feels more cosmopolitan and can draw attention to its origins on distant shores. 

See our Inspire Portfolio feature on Anagrama for more beautiful branding.

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