Boîte et pot Dakatine L'Originale dans une cagette de cacahuètes en coque

Cuillère versant la pâte d'arachide Dakatine sur une boîte L'Originale, fond bleu

Pot Dakatine L'Originale posé sur un fond de pâte d'arachide lissée

Signature « Un goût qui rassemble » sur un lit de cacahuètes en coque

Dakatine

Branding, Packaging

How do you breathe new life into the Dakatine brand and its iconic product?

Dakatine carries a heritage range of peanut paste, rooted in French homes since 1952. The challenge: breathe new life into this iconic offer while launching a complementary range, Dakatine 2.0, designed for new uses and new consumers. Our mission: make two worlds coexist, without ever blurring them.

Our response

Stretching the brand into two clearly differentiated ranges, each with its own naming and visual world, while keeping one Dakatine logo across both, modernised for the occasion, to reaffirm its French manufacturing know-how since 1952. The original, reinvented: the iconic offer becomes "Dakatine L'Originale". A facelift that builds on its heritage codes so as not to lose recognition, and puts indulgence and product benefits back in the spotlight: vegan, no added sugar, a source of protein. A new generation, a new language: "Cacahuètes Lovers" is born, with a more minimalist design to win over athletes, vegans and flexitarians, the new faces of peanut butter consumption. A short ingredient list and two variants, "Organic" and "Peanut Pieces", for a 100% peanut range, somewhere between indulgence and energy. The result: two offers with different targets, uses and distribution channels, for one and the same product!

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