Refreshing Australia’s weeknight partner.

What do you feel like eating tonight? If you are like 21% of Australians you have not decided yet. We were tasked with repositioning Latina to cater to the demands of today’s families and couples – where the speed of life means we are all looking for quality meal shortcuts. The average weeknight prep time for a meal is 20 minutes, so we refreshed the brand to “win the weeknight". Whether it's dinner for two or for the whole tribe, a smart, quick solution is bought to life with Latina. We updated the brand architecture, softened the iconic Latina yellow and put taste front and centre with serving suggestions which reflect today’s food culture.

Client
General Mills

We think business
Category mapping, portfolio architecture, innovation platform

We orchestrate brand
Brand strategy, brand architecture, brand identity, key messages