Delicados is one of the oldest brands in Mexico. Philip Morris decided to renew their image and invited various agencies including us. During the years the original logo it's been deformed and almost forgotten. Being a brand that has existed for over a hundred years we decided to honor and be inspired from the original design. As the result of our research process we developed a re-branding that was accepted from the old consumers generation andhe new one by doing a face lift to the logo but applying vintage styles to the packaging.
When interviewed the client we found out they didn't have any information about the meaning of the heraldic or any of its elements. We proposed to give to the top triangles more significance by adding the sun and moon symbols to depict the most iconic Mexico volcanos "Popocatépetl" and "Iztaccíhuatl" and thus enrich the brand nationalism.