Logotype and mascot redesign for Cacaolat, the iconic chocolate milk brand, a leader in its product category. Salvatore Aducci's redesign of the brand identity was part of a larger brand revitalization strategy following the company's acquisition by Grupo Damm. The working process was methodical and meticulous, exploring all of the formal possibilities to improve the consistency and dynamic potential of the logotype without losing the brand awareness and recognition associated with the original. Xavier Joan Viader registered this historic brand and its patent in 1931, before Coca Cola reached Spain, so we had the rare pleasure of working with the typographic design of the ultra-famous American company. The project included the redesign of the mascot, Peppy, the boy carrying the bottle, which has been with the brand since the beginning. This involved revamping the position, outfit, and various formal elements in order to improve its integration with the logotype and other packaging elements.






See all