Refreshing Tradition: The Rebranding of Kola Shaler

How does a century-old soda brand reconnect with a new generation without losing its roots and authenticity? In an era where brand loyalty is fragile, maintaining a ‘love brand’ status requires innovation that respects tradition while embracing the future. This was the challenge faced by Kola Shaler, a Nicaraguan soda brand cherished for its unique taste and heritage. Partnering with Madre Consulting, Kola Shaler embarked on a rebranding journey, including a flavorful visual identity, strategic messaging, and refreshing brand positioning.

Client

Kola Shaler

Industry

Consumer Packaged Goods

Services

Design | Packaging | Strategy

Embracing Nostalgia with a Modern Twist

We crafted a compelling big idea to guide the brand strategy: Gusto con Carácter (“Taste with Character”). This concept encapsulates the essence of Kola Shaler—a soda with a unique flavor and a robust character, deeply rooted in Nicaraguan culture. Our strategy focused on conveying the brand’s heritage of boldness and determination, mirroring the tenacity and resilience of Nicaragua and its people. By emphasizing self-belief, courage, and conviction, we aimed to position Kola Shaler as not just a beverage, but a symbol of enduring legacy.

We proposed a “one-brand” strategy, streamlining marketing efforts across all products. This involved renaming certain products for clarity and aligning them more closely with consumer expectations—Quina Shaler became “Agua Tónica” and KS Light was rebranded to “Cero Azúcar”.

Design Evolution

The visual redesign focused on creating a timeless yet modern look that would stand out on shelves and resonate with existing loyalists and new customers. The new logo retained original elements to honor the brand’s legacy while adopting a more contemporary aesthetic. We introduced a fresh color scheme, typographic updates, and a dynamic set of visual assets, including icons and patterns that reflected the brand’s vibrant personality.

Packaging was redesigned to feature high-contrast colors and modern-vintage graphics that tell the brand’s story at every touchpoint. We leveraged nostalgia and prioritized the brand’s most recognizable features, such as the shield and the stars.

Character-Driven Communication

We revamped the brand’s messaging to highlight its unique selling propositions—the distinct taste and character of Kola Shaler. The new taglines and marketing campaigns focused on evoking a sense of pride and belonging among Nicaraguans, emphasizing the soda’s role in the nation’s culture.

The brand’s tone was adjusted to convey pride and modernity, appealing to late millennials and Generation Z in Nicaragua.

To further enhance Kola Shaler’s market presence and showcase its potential, we crafted strategies to create a unique space and connect personally with the target audience. Proposed tactics included pop-up-style activations in universities and fairs of entrepreneurs, as well as a branded adventure jeep. We also suggested partnerships with local restaurants and bars to promote other product lines, such as sparkling water and tonic.

Digital content and advertising strategies were proposed to leverage social media, enhancing engagement through storytelling and highlighting the brand’s heritage and commitment to the community. Ideas included a micro-influencer campaign, “#NicasConCarácter,” celebrating local figures who embody the brand’s values.

Building a Legacy

Kola Shaler’s rebranding was not just about refreshing its visual identity and messaging; it was about ensuring the brand has the foundations to build upon. With a strong strategy, cohesive design, and impactful communication, Kola Shaler is poised to continue its legacy of resilience and innovation, connecting with new generations while honoring its rich heritage.