Puffy Identity

Creative idea

Bonito is a pastry brand with over a decade of experience making puff pastry. But in a category where brands looked increasingly alike, its identity had lost its distinctiveness. We searched for something Bonito could truly own and found it inside the pastry itself: puff. Air trapped between layers makes the dough expand in the oven, transforming something flat into something full of volume. We turned this product truth into the principle behind the new identity. The logo swells, typography expands and words take up space. Bonito’s defining product quality became its defining brand quality: an identity built to puff.

Brand name: Bonito
Advertiser / client: Tip Top Food Industry SRL
Product / service: FMCG | Packaged Pastry
Campaign name: Bonito Redesign
Agency network: INDEPENDENT AGENCY
Agency: INTERNATIONAL WATERS
Chief creative officer: Ioana Filip
Creative director: Corina Ion
Art director: Alexandra Dima
Designer: Victor Ramos
Managing director: ANDREEA TUDORAN
Additional company: Motion: Victor Polycarpo & Brendon Kowalski