La Lechera condensed milk products were facing increased competition from private labels and changing health and wellness expectations from consumers. The branding and packaging needed an update to better match consumer needs, while at the same time reestablishing La Lechera’s position as the category leader.
To combat price sensitivity, we gave the packaging a cleaner look that emphasized premium quality, while still referencing the brand’s history for the core consumer. We spoke to health-conscious shoppers by calling out key natural ingredients, shot tasty new photos to boost appetite appeal, and displayed product names in two languages to better reach bicultural consumers. The redesign allowed La Lechera to reclaim its role as the soul of Latin desserts.