The future of snacking tastes like Ramo!
BRAND STRATEGY
BRAND POSITIONING
BRAND IDENTITY
PRODUCT PACKAGING
Ramo is a baked goods company with more than 70 years of history and presence in the homes of Colombian families, and it is one of the most beloved and traditional brands in the country. In 2023, Ramo underwent a series of internal and external transformations and sought to convey its new phase to its audiences, presenting itself as the new Ramo, ready for the next 70 years. As a brand that had previously communicated primarily through its products, it now aimed to have a voice of its own through which it could share its values and beliefs with the public, as well as with its internal and corporate audiences.
To tackle this challenge, we focused on developing a brand narrative and identity toolkit that would allow Ramo to position itself as a close and human brand, one that establishes an authentic connection with consumers by emphasizing its experience and innovative vision.
Close connection
As part of our work with Ramo, we sought to highlight their genuine connection with people, as they are an integral part of daily life, offering products that have become embedded in every routine, every family, and every shared moment.
Ramo exists for families, its employees, its partners, its shareholders, and the community. That’s why we defined Ramo’s tone of voice as expert, approachable, reliable, and visionary. The brand is committed to staying close to consumers, deeply understanding their needs, preferences, and contexts, both in Colombia and around the world.
A System That Connects Us
Ramo is constantly evolving, creating new ways to enjoy and share its products. The visual system we developed for Ramo is built around connections and movement, anchored in the rhombus shape, its diagonals, and the possibilities they offer when applied to a simple grid. We played with the brand’s logo and created textures that bring expressiveness and warmth to the system.
Typography
Ramo’s typography is custom-made. It communicates expertise, while also incorporating details that emphasize kindness and emotion. This unique typeface underscores the human side of the brand and the close connection Ramo has with its consumers.
Color
Ramo’s core colors are red and blue. We retained the iconic red, while refreshing the blue to invigorate the main palette. In addition, we designed a complementary palette inspired by Ramo’s humanity and its closeness to people. This variety of shades allows the brand to connect with a broader audience.
Photography
Ramo’s photography captures authentic connections with people. We sought imagery that represents closeness and togetherness. We defined selfies featuring groups of young, joyful people as essential to connecting with the audience and reflecting the brand’s essence.
From Complexity to Simplicity
We reorganized and segmented Ramo’s internal brand architecture to better meet its needs and to highlight the importance of its programs and initiatives. This process brought order and clarity to the brand, establishing guidelines and rules for consistent internal segmentation that can adapt to future initiatives.
Icons and Illustration
For the icons, we focused on simplicity and connection. Each icon is created with two strokes of different colors to symbolize unity. As for the illustrations, we aimed for a simple, inline style in a single color, creating high contrast with the background. This design choice emphasizes characteristics of closeness and connection. Geometric and organic elements were incorporated to enhance this feeling.
