Via Avgvsta
Simón Coll
La Vicalanda

Lateral Branding
Scala Dei
Viña Pomal
Pastry Factory
Viña Zaco
Bodegas Bilbaínas
Abadia de Poblet
La Granja
San Miguel
Möller For Man
Mas Pere
Baldo / Kimba
Puro Arte
Copa Sabia
Snacks Aldi
Ceras Roura
Bodegas Osborne
Ambientadores Aldi
Anne Möller
UPM Raflatac
Los Dos
High Note
Just This
Torres Snacks

La Granja, fine bakery products
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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.).


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.

La Granja, Strategy

La Granja Brand
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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, Brand

La Granja, product ranges
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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, Packaging

La Granja, Traditional range
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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.

La Granja, Packaging

La Granja, Diet range
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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.

La Granja, Packaging

La Granja, Organic range
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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.

La Granja, Packaging

La Granja, special range with fruit and vegetables
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La Granja, special range with fruit and vegetables

It is known that it is important to include fruit and vegetables in our diet, a source of many vitamins, minerals, fiber and antioxidants, specially amongst the younger generation. What happens is that they are not taken as often as is desirable. Then, why not make them more attractive? With this in mind, La Granja in collaboration with the Alicia Foundation, an organization that promotes the improvement of eating habits, formulated three varieties of mini muffins that incorporate fruit, vegetables and also yoghurt. The cardboard on the transparent bags of La Granja, a presentation that is already an important asset of the brand's image, become in a very original way three characters that give the range a personal profile.

La Granja, Packaging

La Granja organic Vegan Snacks

La Granja organic Vegan Snacks

Counting on a range of organic bakery products, La Granja decided to expand its offer with organic non-fried snacks, made with a base of lentil flour and olive oil and suitable for vegans. By posing its appearance, the name and image of La Granja was an asset to enter a new area for the brand. While the transparent bags crowned with a cardboard easel would identify them as La Granja products, it was decided not to follow the graphic of the current ecological range but to create a new line giving prominence to a very explicit word, Vegan Snacks, with the guarantee of La Granja. With this new range, the brand extends its range of specialized products, ranging from its current organic products or dietary profile to a new type of snack product, which is both ecological and suitable for the growing vegan audience.

La Granja, Packaging