Kibo

We partnered with Grupo Nutresa to develop an ambitious, plant-based platform with the goal of bringing healthy and sustainable nutrition to consumers across continents, categories, and channels.

Capabilities

Positioning
Naming
Consumer Research
Brand Creation
Packaging Design
Photography

Challenge

Grupo Nutresa had the ambitious vision of creating an accessible, cross-category platform of nutrient-dense, plant-based foods that would be available across multiple Latin American countries and the U.S. To achieve this goal, they needed to develop a brand strategy and visual identity that would connect with people across multiple cultures and be differentiated in an increasingly competitive market environment. Grupo Nutresa partnered with the DuPuis Group and its sister agency in Latin America, Qualitat, to get there.

Action Taken

The journey started with crystalizing our unique insight: eating better is a lifelong journey that is rooted in the desire for adventure and optimism. This idea drove Grupo Nutresa’s ideation of an upbeat and optimistic name, Kibo, and inspired the bright and bold color palette and flavor photography. Kibo’s logo has an imperfect brush-like quality that hints at the brand’s humanity and signals artful flavor combinations.

Results

Our nutritional explorer, Kibo, has traveled across continents and categories (including its U.S. launch in 2019), inspiring foodies looking for new plant-based options.