Vasanna: one brand, two languages
Challenge
Vasanna, a feminine intimate health brand created by a gynecologist, was preparing its second production run with a clear goal: entering the United States. First Los Angeles and Miami, to compete in the Spanish-speaking market.
The product was still little known, and that defined the problem. The brand needed a stronger image without losing the visual world its customers already recognized. Changing too much meant risking what had been earned. Changing too little meant entering a new market without the right tools.
Solution
Together with BPF, our partners on the project, we planned the rebrand. We started from the existing visual codes and organized them into a system that is clearer, more consistent and ready to compete.
The most visible change was language. The packaging, previously in Spanish only, became bilingual, with all the editorial challenge that implied: better use of space, a stronger communication strategy and more careful use of language. Today, Spanish and English share every piece, with a hierarchy designed so that neither takes space from the other. Hispanic consumers see themselves in it, English speakers understand it, and the brand is ready for a market with two audiences.
Execution
Production was the other front. The tube (a collapsible container) and the box were produced and printed separately, all centralized in Colombia. Two processes, two print shops, different printing systems and materials for a single brand that had to look the same. A real challenge when it came to coordinating production.
We directed the printing from Argentina. We worked with sample books and Pantone guides to control the color and finish of each substrate. It is not work you can improvise: it requires knowing how each ink behaves on each material and anticipating differences before they reach the point of sale.
Outcome
The formula didn’t change. What changed was how it is presented, and how it was produced.
Three pieces printed separately in Colombia and directed from Argentina, without losing control of color, material or finish on any of them. That is the result that matters most to us in this project. Directing a print run remotely and delivering it to the same standard as on the factory floor doesn’t depend on a tool. It depends on more than 20 years of doing print: knowing what to ask for in each proof, how to read a sample book and where a Pantone is going to drift before it happens.
Vasanna is ready for the United States with bilingual packaging, consistent across its three formats and designed to better reach each segment, while staying recognizable to those who already knew it.
