First of all, the rebranding job had a clear briefing: "we don't want to get rid of our current logo". We decided to extract the most characteristic element of their logo, the "Q". Isolated it would give us a lot visual options on every development, and so we developed the idea. Packaging was receiving the new icon very well, it's a very rich and generous Q so we could insert patterns, colors, shapes... anything. Next step was to make clear product families and make sure we went from old and 'meh' to cool and luxurious. In terms of production we didn't have a great budget so we had to accommodate that feeling of luxury to the packaging available under that budget.