Redefinition of the role and territory of a chocolate brand with enormous premium potential and application of its new strategic foundation to its image and range of products.
Concept and brand narrative, graphic adjustments to the brand logo, restructuring of the product range, packaging adjustments in current portfolio and new product packaging, brand brochure and catalogue of products.
MUCH MORE THAN CHOCOLATE
One of the oldest chocolate brands on the market since its foundation in 1797 in Barcelona, with an impressive artistic-commercial heritage: Catalan Modernisme, Art Nouveau, Art Déco etc. We had to inspire consumers to rediscover the brand's magnificent past in order to make its premium potential credible today and create a foundation for its future projects.
After a period with a blurred profile, the brand had to show its credentials and values again. It was not necessary to invent anything. The history of the brand pointed towards a vocation of offering pleasure that surpassed its continued dedication to the world of chocolate. The learned owners of Chocolate Amatller already understood in the middle of the 19th century the fertile compatibility of two of their main interests, art and business, being pioneers in the creation of commercial materials of the highest creative and aesthetic quality carried out by the most renowned artists of their time.
The prestige dimension existed, latently. It was only necessary to establish that Chocolate Amatller was more than one among many other chocolate brands. As a result, the first phase consisted of a readjustment, limiting the offered range in order to give the leading role to a line of products that, under the denomination Collections Amatller, reproduced an updated part of the brand's huge and exceptional visual heritage.
Petfood Range Upgrading
Taking advantage of the capitalisation of a transverse benefit to this company’s products, a new identity and packaging design was developed aimed at providing greater perceived value to its two main brands, operating in the upper segments of the pet food market. Proposal for restructuring the brands and sub-brands, including the development of packaging for new product lines.
HIGHLY VALUED LOCAL SPECIALIST
A feature of the pet food market is its rapid rate of innovation. In a market of great economic interest, the competition between large worldwide groups causes constant striving to better meet the expectations of the highly varied typologies of owners of dogs and cats as pets. This dynamism, conceptual in the first instance (new products, positionings, proposed benefits), leads to the frequent adaptation of packaging of brands and products, as this is the main support for its communication to the professional-opinion leader channel and the ultimate purchaser.
Cotecnica is an agricultural cooperative which, using its knowledge of animal feed, decided to extend its business to the pet food market, achieving considerable development in both the domestic and international markets. In the face of the strength and ubiquity of the large brands, the alternative consisted of defining an effective brand profile for Cotecnica and creating products which, in each of the segments where they operate, they were able to offer excellent value for money. As regards the first point, our proposal concentrated on coherently rearranging the structure of brands and sub-brands, so that Cotecnica could receive all the value created from its new positioning. This generation of added value for the Cotecnica brand had to come about through totally renewed packaging, from the interest aroused in the market by the new range of products of its main brands, Optima and Maxima.
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La Granja, fine bakery products
This project was launched as a result of the owning family’s desire to capitalise on the excellent reputation won by the company’s products under the “La Granja” brand name. This is a daily producer which only serves fresh produce, in contrast to an environment which pulls most producers in the opposite direction - towards undifferentiated volume, just sufficient quality and constant pressure to drop the variable price.
As a comprehensive development of brand image, we began by shaping a concept and a brand language, emphasising its outstanding positive features. The next phases were:
- Redesigning the visual identity and the brand’s applications.
- Structuring the product offer and the packaging design of all the ranges and products.
- Producing materials to support the launch and communication (catalogues, website, presence at trade fairs, etc.).
GOODBYE ANONYMITY, HELLO BRAND
It is difficult for a manufacturer to say “no”, especially in the current circumstances. When a producer’s good name spreads, opportunities begin to arise for growing in volume and distribution. This is a critical moment between the temptation to get carried away and the realisation that the reins of the business need to grasped more firmly than ever in order to avoid ending up in an undesirable situation in the future.
When the client came to us, they were very clear about this crossroads and their decision on it. It was imperative to build brand loyalty among their consumers once and for all. By doing nothing, in the absence of a strong own brand with visibility and profile, the evolution and very positive perspectives of the business would not benefit the manufacturer but third parties. And from that point on, there is the constant risk of a change for the worse - that of becoming a manufacturer in the shade that does what it is asked, and which for this reason sooner or later may be replaced by another, willing to do the same at a lower price.
This is a very real scenario in this sector. Leaving aside the large industrial bakery companies, the more local and/or traditional brands of the other producers hardly take on a brand mindset, thus being closer to bulk product suppliers than to the brand status which inspires consumer confidence in the quality of the products. Being capable of offering outstanding quality, the latter was the path chosen by La Granja, a commitment which, as it was not the norm in their sectoral environment, favoured the construction of a very different profile even more so.
Upgrading Cavas Mas Pere
Complete redesign of a brand of cavas and of its entire range, revising the concept and its attractiveness in order to give a new boost to its penetration and volume in the off-premise channel of export markets, so as to consolidate the position reached in the current ones and support an imminent entry into markets in new countries.
CONSOLIDATE AND KEEP GROWING
Mas Pere is a range of cavas well established in certain markets in the north of Europe. Having achieved this penetration and the resulting regular level of volume exported is a particularly commendable success story, as Mas Pere cavas are situated at a high level in their target circle - the off-premise or food channel. This positioning is due to the high quality that Mas Pere offers and which has been recognised for years by the consumer who loyally purchases the brand in preference to much cheaper cava alternatives. On the other hand, the Mas Pere cavas have nothing to fear from similar or higher priced alternatives like French champagnes or Italian prosecchi.
In this regard, Mas Pere breaks the mould of having to lower prices and margins inexorably in order to achieve high volumes of cava exports. For Lateral Branding this fact was definitive proof of the intrinsic excellence of the product, as the visual promise that the packaging put over with regard to quality and Mas Pere’s capacity for attraction was very clearly improvable from our point of view.
Pastoret dairy products upgrading
Design of the brand and packaging identity of all the products, both current and under development, for the purpose of supporting the growth strategy in the distribution and renown of a brand which operates in the yoghurts and dairy products market. The aim was to reflect the brand’s premium positioning based on offering an outstanding and superior organoleptic pleasure resulting from a process that respects the original handcrafted production.
With products that respond to both very traditional and highly innovative profiles, the Pastoret language of quality is rooted in continuing to apply production practices appropriate to its origin as a cottage industry. Although growth often causes the abandonment of these practices in favour of greater productivity and costs saving, at Pastoret the desire to grow takes just the opposite line: at all costs maintaining special production that ensures the differentiation of a superior culinary value.
Transferred to the design, we sought to get across the pleasure that is created by something produced with the utmost handcrafted care. The visual path chosen to express this is not the usual one in food products, in which handcrafted production is normally made credible from the highly traditional aspect, often recreating a coarse and antique feel, even a “village” feel. On the contrary, the idea of craftsmanship we wanted to get across was that of simply conceiving and doing things conscientiously for the sole purpose of giving us great satisfaction, whether it is dessert, a good made-to-measure suit or a car with superior performance or finishes.
Raimat Wines Redesign
Packaging redesign to make the brand’s image profile more effective competitively with consumers while simplifying and making the label more sustainable, in line with the environmental sensitivity that has developed out of Raimat’s long use of integrated production. Differentiating the different brand lines, expressing specific values and establishing a clear value hierarchy among them.
BRINGING REALITY AND POSITIONING CLOSER TOGETHER.
The redesign of Raimat’s extensive line of wines had to overcome the gap in brand perception, both in the domestic market and other export markets where the brand is particularly important. The difficulty lay in more clearly reflecting the values of the brand’s origins and traditions in a way that didn’t break from the previous design, as the packaging had already undergone significant graphic modifications over a short time period. Nor was the previous plastic label in line with the decision to capitalize on decades of integrated production, which means this element should also be more austere and sustainable.
Maintaining the dominant black and white color scheme on the label was the main resource in ensuring visual continuity. The new label better expresses tradition, the value of Raimat’s historical and geographical origin, without sacrificing its modern cleanliness, all the while reinforcing the brand’s quality perception, technological capabilities and innovative sprit.
Global project Raimat.
Boosting Simón Coll's Brand Image
Redefinition of the role and territory of a brand of chocolate with a long history and application of the new strategic platform to its visual identity and to its restructured product range.
Full development. Concept and brand narrative, brand identity design, stationery, brand brochure, packaging for line of chocolate bars, product catalogue.
With 170 years of experience manufacturing chocolate from cocoa beans to chocolate bars and deep-rooted criteria as an expert in its field, SIMÓN COLL produces chocolate with a distinctive, personal flavour. All in all, a project with a clear strategy: to do the brand justice, to make SIMÓN COLL finally look like what it really is.
The brand had previously kept a low profile. Its more popular products could do well on their own, almost without brand support. They seemed not to need to be marketed specially in a distribution channel, pastry shops and confectionery outlets, where the brand-customer relationship is often regarded as the link between supplier and retailer rather than with the end consumer.
Brand transparency is always a serious constraint in the success of any initiative, not to mention that it exposes the company to a permanently weak competitive position. However, there was nothing unsubstantial behind the SIMÓN COLL brand. On the contrary, its history and present status contributed to build a relevant brand for both distribution channels and consumers; a brand with an age-old mastery in each and every aspect of the alluring world of chocolate.
In the first place, a new strategic platform was proposed and agreed on, thus defining the SIMÓN COLL brand and territory. The visual consequences of this new strategy began with a new brand identity design and new packaging for its extensive line of chocolate bars, which is the product line with maximum exposure to consumers.
Via Avgvsta Concept Creation
Creation of a brand of gourmet Spanish products, primarily targeted for select markets in the United States and Australia. The initial line is made up of an Arbequina extra virgin olive oil and a coupage vinegar in 500 and 250ml black glass bottles.
Integral development. Concept and brand narrative, naming, brand design, brand stationery, packaging (bottle volume and graphic design, cases, boxes and bags), tasting kit, folders and website.
The development of all the VIA AVGVSTA elements was based on establishing a substantial and solid brand narrative, put to the service of gourmets from the Anglo-Saxon New World who yearn to discover and taste the excellence of our oldest and most genuine gastronomic traditions.
In countries where olive oil has always been associated with Italy, reclaiming the Spanish provenance was an ideal way to reach a connoisseur target. Among other factors, legitimizing the oil's high quality through its origin was a way to take advantage of Spanish cuisine’s recent global popularity. In addition to the values evoked by its geographical origins, we extended the concept to include historical background. Making olive oil’s two thousand-year-old tradition in Spain part of the brand was not only particularly attractive for the New World countries; it aroused a strong, valuable perception of excellence:
Large-scale exploitation and trading of olive oil in Spain began in the 1st century BC, under the rule of Emperor Augustus. Considered the Empire’s best quality and most valuable oil, it was held in high esteem in the metropolis, while maritime and terrestrial Roman routes spread the Hispanian olive oil’s fame of being a gastronomic luxury. The main road towards Rome and the Empire, the Via Augusta, ran parallel to the Mediterranean coast and crossed Andalusia, stretching through the peninsula’s most important olive-growing areas.
Apart from the VIA AVGVSTA naming, historical and geographical anchors gave us the solid, credible narrative a premium product needs to attract attention and engage a connoisseur audience that is willing to learn: first, the specialised sales trade and, later, the selective target.
Moreover, this frame of reference became very fruitful and cohesive for the project. It has allowed us to develop a classical, timeless visual language that conveys value and quality in any market. The Roman amphoras used to transport olive oil inspired the shape of the bottle and the search for symbols and typography looked to our classical cultural legacy as a reference. As a brand narrative, it contained truth and emotion, backing up the product's promise of quality with a two thousand-year-old tradition of success and prestige that are yet to be discovered, like our oil.
This execution is part of the global project VIA AVGVSTA.
Design of the Viar corporate identity, initially reflected in a new packaging for its assortment of “turrones” (Spanish nougat). The ultimate aim of the project lay in giving the brand the opportunity to survive as such by capitalising for itself the value of a handcrafted product of a much higher level than the average, and which until now had been offered for marketing almost exclusively under the brand names of contract packers, generally high-level bakeries.
SURVIVAL MEANS BRAND
It is clearly unjust for a manufacturer focused on achieving extraordinary product quality of an almost artisan dimension not to be compensated with either prestige or the revenue margin it deserves. Recovering the brand and its value in the market, unfalteringly linked to the exceptional nature of the product it offers, is the only way to amend a situation which otherwise has no future other than the disappearance of one more good producer.
With a standard format which does not incur the extra costs normal in products that seek to connote their artisan status, the design of the new packaging reserves all the limelight for brand and product, with no sensationalism. The aim is firstly to make the Viar brand attractive to the buyer by being true to itself, so that it can feed and finally grow based on the unbeatable impression provided by sampling each of its specialities of "turrones".
VIña Pomal, a Rioja classic
Packaging redesign and shaping for a new wine. Formulation of concept and graphics to express strong brand positioning and values, ensuring its representative function in moving from a product brand to make Viña Pomal a brand in its own range development.
A PAST WITH PROMISE FOR THE FUTURE.
Viña Pomal is one of the most prestigious brands in la Rioja. Well-known for its Viña Pomal Reserva, they entrusted us with redesigning their image for the launch of Viña Pomal Crianza, which was the result of a great harvest and showed great sales potential on the market.
In the briefing, the brand’s hundred-year history was to be used to lend credibility to its target positioning of superior quality and prestige for Viña Pomal. There was no lack of facts supporting this: their place among the pioneering elite of winemakers in Rioja Alta, their century of international success and prestige, their valuable heritage of privileged and extensive vineyards surrounding their monumental winery in Haro, etc. However, little of this was left in the previous brand that lacked content: the memory of a traditional Rioja seemed to have lost relevance and interest among consumers.
The label didn’t reflect the discourse that the brand deemed essential to recover. The latest redesign had maintained important graphic traits, like the personal Viña Pomal type or the burgundy frame around the label, but the desire to modernize had done away with the rest of the traditional visual traits. They had eliminated elements that explicitly supported the credibility of the brand’s desired positioning.
Although Viña Pomal was a classic Rioja in its own right, it had shied away from not only its roots but also from the visual code associated with the Rioja greats; from the classic style of labels filled with historical references. Viña Pomal Reserva and the new Crianza had to recover their visual heritage and exhibit proof of their status as a great brand, with a prestigious past and great projection for the future. As a result, the project evolved towards a redesign that would recover the visual historical credentials of the brand while discarding any negative perception of being antiquated or old-fashioned, which would go against another great truth: the cutting-edge expertise and technology used by the winery.
Global project Viña Pomal.
Voortrekker, a gin is born
A comprehensive project for creating a concept, a naming and a visual identity for a new gin produced in Holland, with a super-premium target positioning and a desire to export.
This first Lateral Branding project for a high alcohol content drink came to us with great conceptual and creative freedom. In a highly active European market with a boom in gin and tonic and the culture of mixers, a new gin was to be launched with only two determining factors. The first, the fact that product comes from Holland and the second, the aim of a super-premium positioning. At the outset, we had to identify a powerful and attractive concept on which to build the whole: reeling off a story reflected in a name and a visual identity capable of arousing the image potential this market demands.
DISCOVERING THE HISTORY
The first surprise was the discovery that, against common belief, it was the Dutch and not the English who invented gin in the 17th century. The rivalry between the two was a constant in a world that was global for the first time and in which a clear winner was forged - the future British Empire. Throughout the 19th century, there were several episodes of disagreement. One of the first, and one which was very well known, was staged by the Boers, Dutch colonists in South Africa who, leaving behind the control on the coast of the newly-arrived British, fled to take their chances in the unknown land of the Southern Cone of Africa. Their epic feat, the so-called “Great Trek”, led them to be known as the "voortrekkers", a word which means “those who go forward” or “those who go in front”. They were identified by their own flag, an X-shaped cross. Unfortunately for them, there was always an Englishman in the rearguard to appropriate their lands, as they had done previously with their gin.