Company Marbo entered the market at the beginning of the 90s and very quickly occupied the leader’s position. With its brand Chipsy, company Marbo gained the domination on the market of confectionery products not only by the high quality of its products, but also by innovations in flavours and the development of the products themselves. Although Chipsy was the most sold potato chips on the market, company Marbo recognized the need to refresh its brand by developing new design. The existing design was inconsistent and not flexible enough for introduction of the new flavours. Unibrand had a task to develop a new design for existing products within Chipsy portfolio, as well as to develop the adequate brand architecture, which would enable creation of the stable platform for development of the new products within the portfolio. The aim of the listed activities was to safeguard the leading position on the market.
Due to market development, it was necessary to improve not only the product but also the corporate image. As a result, the revitalization process of Chipsy brand started by defining brand architecture. The next step was visual harmonization of Chipsy brand. Clear relations system between elements on the packaging was introduced by the process of visual harmonization, as well as the relation between the corporate and the product branding. Brand unification within the portfolio made Chipsy brand highly recognized at point of sale and created synergy effect by which the value of one product was transferred to other products and corporate branding. In this way, a simple platform for development of new flavours and products was shaped.