Palma^®A Pack of Character.

Palma’s redesign marked the brand’s first major visual evolution, created to modernize its presence while preserving the familiarity that had built recognition over time. The new packaging system introduced a clearer, fresher, and more contemporary look, giving the brand stronger shelf impact and broader appeal across generations.

The challenge was to refresh Palma without losing its existing audience. The identity needed to feel more current and youthful, while still staying accessible and familiar. At the same time, the product format introduced a more social angle, with packs designed as the right quantity for two people.

We developed a more vibrant and modern packaging identity that strengthened Palma’s presence on shelf and gave the range a cleaner, more recognizable visual language. The new direction balanced familiarity with a fresher tone, while the pack sizing and communication subtly reinforced the idea of sharing, making the brand feel more relevant, social, and contemporary.