Context

Charal, expert in burgers and hot sandwiches, is seeing its competitors move upmarket. Today, it wants to maintain its leadership position and energize the snacking market. Charal is therefore taking advantage of a change of recipe for its steaks to bring modernity and an improvement in perceived quality.

Challenge

How to successfully create an identity code specific to the Charal snack offer while :

• Enhancing the value of Charal meat through a new steak recipe that is softer and tastier.
• Maintaining the current black and yellow codes
• Gaining in naturalness
• And maintaining the emergence of the department.

Our answer

• Abandon yellow in favor of Charal-branded kraft “butcher” paper.
• Create a strong two-part structure across the entire range, highlighting the benefits associated with the name.
• Emphasize the delicacy and particularly the tenderness of the meat, placing the product in the foreground.