In the world of branding, not all brands age equally. Some remain in the memory but become invisible to new generations.
Others, however, manage to rise again, adapt, and win over new generations. This is the true essence of strategic rebranding: transforming nostalgia into a competitive advantage, tradition into relevance, and visual identity into a business driver.
Pirulin, one of the most beloved brands in Latin America, had a powerful asset: being part of the collective memory of millions of people. But it also faced a series of critical challenges:
A) High awareness, but with the need to adapt to a new market.
B) A positioning pigeonholed into the “Latin/Venezuelan niche.”
C) An increasingly saturated and competitive global market.
The challenge wasn’t simply changing the logo. The challenge was to evolve an iconic brand without losing its essence, while simultaneously taking it to a more contemporary, premium, and expansive territory.
At TOTEM Branding, we led a comprehensive rebranding process:
1) We simplified and modernized the logo, with hand-drawn lines that respected its cultural heritage.
2) We elevated the perception of quality with a premium and consistent visual language across the range.
3) We also updated the Pirucream brand (its name in the US and other markets) to maintain global consistency.
4) We created a visual and narrative storytelling based on the magical moments that Pirulin represents in the lives of its consumers.
📈 The results were not just aesthetic. They were strategic and measurable:
– +60% incremental sales growth.
– Doubling of business in several key and competitive markets, such as the United States.
– Exceeding forecasts by more than 400% in Colombia
– Repositioning in the gourmet/imported category, breaking away from the original niche.
– Increased reach (+460%) on social media.
A concrete case that demonstrates that branding is not an expense, but an investment in the future, relevance, and growth.
Today, in a world marked by AI, hypercompetition, and the attention economy, branding has become a catalyst for business evolution. Brands that don’t transform and evolve risk being left behind.
💬 And now, we want to know your opinion:
1. Which brand do you think needs a strategic rebranding to remain relevant?
2. Are you already one of those who believe in the transformative power of branding?
Thank you, Pirulin team, for trusting us.
And thank you for believing,
