Some brands are instantly recognizable.
And some brands have become part of a nation’s collective memory.
Pony Malta is one of them.

For decades, it has been apart of childhood, sports, school lunches, and Colombian popular culture. It’snot just a drink: it’s a generational symbol, a brand that millions of peoplefeel is their own.

Redesigning it wasn’t justan aesthetic exercise. It was about reimagining an icon.

Pony Malta is a branddeeply rooted in Colombian culture. It has historically been “the drink ofchampions,” linked to sports, nutrition, and the growth of entire generations.

However, the context hadchanged.

Today, new audiences livein an environment where energy competes with distraction, where motivation isdiluted by procrastination, and where brands must do more than just talk: theymust activate.

At the same time, PonyMalta faced a key challenge: remaining relevant to new generations withoutlosing the trust built with mothers and families over the years.

The previous visual system,while recognizable, had lost its impact and consistency in its applications,limiting its ability to compete in an increasingly dynamic and visuallydemanding environment.

We took on the challenge ofevolving one of the country’s most recognizable brands without breaking theemotional bond that has sustained it for years. A delicate balance betweenrespect and transformation, between legacy and relevance.

The projectinvolved rethinking the entire brand system: from redesigning the logo and itsmost recognizable symbol: the pony, to creating a visual language capable ofholding its own in a contemporary, dynamic, and highly demanding environment.

More than aredesign, it was a strategic decision: to prepare Pony Malta to remain a partof Colombians’ lives, but now with more strength, more energy, and morerelevance than ever.

The resultis a more relevant, more expressive, and more competitive identity:

a Pony Malta that honors its history butprojects itself forcefully into the future.