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Casa Luker

Restructuring a diversified consumer products company’s brand portfolio.

 

Situation

Casa Luker started as a chocolate producer and evolved to become a consumer products company with a diversified portfolio of food and cleaning products. However, its brand image was still tied to the original product: chocolate. To expand regionally, Casa Luker decided to change its brand identity to broaden perceptions of the company.  

 

Solution

MARQAS developed a brand strategy to reposition the company and to separate its image from the association to chocolate. We created a new graphic identity that captures the company’s flexible and entrepreneurial spirit. The new logo projects breadth, collaboration and teamwork. The new design system was applied consistently to all corporate materials from the web site and signage to the brochures. This communications platform helped Casa Luker project a strong brand image that is not tied to a specific product. In 2006, Casa Luker celebrated its 100th anniversary and launched this new brand identity that serves as a platform fot the company’s future diversification, expansion and growth efforts.