The union of two great ones.

In December 2022, Mondelēz International announced its plans to acquire Ricolino, Grupo Bimbo’s confectionery business. This strategic move, valued at USD 1.3 billion, would allow Mondelēz International to further establish its presence in the Mexican market and drive growth in the snacking industry.

This acquisition would expand Mondelēz International’s business in Mexico and make it the largest player in the market. Additionally, it will provide the company with a valuable entry point into the chocolate category and further strengthen its presence in the snacking industry.

Ricolino has a rich history in Mexico, with its chocolate and candy brands being enjoyed by consumers for over 50 years. Given the merger, it was crucial to create a memorable visual identity that would represent both brands and the new organization’s name. A visual identity was also needed to convey the company’s ambition to all employees, with the tagline “Juntos nos Vamos a Comer el Mundo” (Together we’re going to eat the world). This internal-use identity had to be calm, bold, connected to the company, memorable, simple, and relevant.

Having previously designed the Mondelēz International 95 Anniversary identity in 2022 and being familiar with both companies’ brands and products for many years provided an advantage in understanding the significance of the Ricolino acquisition for Mondelēz International.

The project was built under the leadership of Mondelez Snacking Mexico’s CEO, Oriol Bonaclocha, and Caroll Phillips B., Corporate Communications Manager, CGA Mexico, and her team.