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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.
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La Granja Brand
The graphic identity of the La Granja brand had not changed since the founding of the firm 50 years previously. Apart from the fact that its look corresponded to the brands of the time, which still had its charm (see image 3), the most important thing was a long-term presence which was not worth interrupting with too radical a change.
In these cases, the guideline consists of retaining the essence and polishing the brushstrokes so that, by staying faithful to a style and a time, the brand’s validity does not suffer. In the original graphics there were visual imbalances that were corrected using a calligraphic lifting, while using extra elements that gave it a rather outmoded and little qualitative air. The result maintains the familiar and friendly character of the original, very suitable for a food product in this category, adding greater fluidity and balance in the writing.
La Granja, product ranges
Although La Granja began by making traditional products which very quickly stood out from the norm due to their taste and quality, the company later became a pioneer in breaking new ground. After the traditional ones, they created a range of products to serve dietary-type functional requirements which the first organic bakery products in the Spanish market followed.
When beginning the redesigning process, the current strategy through which various brands had been created in order to group together these different product categories was questioned. In some cases there were up to three cascading brands. “La Granja”, which was in last place as a confidence-inspiring brand and was almost imperceptible. The first recommendation was to support La Granja as a single brand and give it an equal look and position in all its products.
The fact that most bakery products are generally packaged in bags and that their transparency is almost essential is an obstacle to achieving brand identification with impact and value. Image 2 shows what La Granja products were like before we intervened. Taking advantage of a time of change in the packaging lines, we proposed a solution unprecedented in the category, that of adding a cardboard easel on the top closure of the bags. The idea of the easel was basic to enabling the brand-name bias and dignifying the quality of an excellent product. But due especially to the breadth of the range of products on offer, the easel was to be vital to easing the identification of each product and its typology for the buyer. The easel under the La Granja brand name features the description of the product and a side banner whose colour indicates whether it is a traditional product (red) or of a dietary type (blue). In turn, in order to distinguish the organic range, as well as indicating it on a banner (in this case brown), a deeper differentiation, as is the use of completely kraft-coloured banners, was used.
La Granja, traditional range
The structuring of the range of dietary products and products with organic ingredients in the La Granja portfolio, now in the form of two visually-identifiable ranges, brought about the need to also group the brand’s initial products into a “traditional” range.
The quality and taste of the original products were what established the reputation of a family company that was founded on the grandmother’s recipes prepared in the oven of their kitchen. These muffins and brownies of all types are identified by their red banner in the left margin of their respective cardboard easels.
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La Granja, Diet range
The La Granja Diet range combines products with some relevant characteristics from the dietary point of view. For example, this would be the case with products that contain no added sugars or which have been produced from whole cereal or enriched with omega 3.
With regard to the traditional products, those making up the Diet range are identified as such by means of a blue banner located in the margin of their cardboard easels.
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La Granja, organic range
La Granja was the first firm in the Spanish bakery sector to launch products made using only raw materials of an organic origin and certified as such.
Producing under the organic premise resulted in a considerably extensive range, as it not only combined the traditional products they had always offered, but also other traditional dietary ones. In the case of the sugar-free varieties - those produced using whole flour, buckwheat flour, etc.- the enormous development perspectives, most especially in export markets, made it advisable to personalise this La Granja product line. A primary distinction was established: the kraft cardboard tone of the easels that close the bags, compared to the light background of the traditional and dietary product lines.