tradition vs. future
gran
capitan's
story
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tradition
vs.
future
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brand values
a brand creates a story supported by
specific values that link it to the consumer.
a restyling’s objective must always be maintaining a
brand’s recognition and achieving an improved look and feel.
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oldbrand newa brand should keep reminding us
of the past, but achieving more power and personalitywe had a clear objetive:
maintaining all the positive values that had been associated to the
brand Turing its historiy while adapting them to a current communication style.
building a 21st Century mass market pack that would protect
the product from competitive attacks.
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flavor, tradition,... the culture surrounding cheese is
compatible with a modern appetizing image.new design
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the brand evolves to grow and adapt
to different subcategoriespure sheep cheesenew design
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impulse, self service, snacking... new
format and consumption moments.
a dual objective: recognition
and commercial success.new design