Uniliver Portugal: 4SALTI
2008 ReBrand 100 Winners > notable
Industry: Food - Below: Before Images, Rebrand Images, Summary, Credits
Summary: - Industry Setting - Launched in 2000 by Unilever, the image of 4Salti, one of the largest and most traditional brands of frozen food in Portugal, did not reflect the quality of the its products. Challenge - The packages had an old fashioned logo and a dish image with no appetite appeal over a dark and monochromatic background that definitely did portray the presence of natural ingredients. Strategy - The visual codes associated to culinary have changed drastically during the last decade. If, in the past, it was seen as another of the housewife's domestic affairs, today it is covered by a contemporary aura of sophistication. Currently the cooks call themselves chefs. And the term “culinary” is no longer used. Now it is called “gastronomy”. In that sense, appetite appeal, quality and contemporariness were some emotional attributes that should be considered. Result - The logo was reformulated, making it more contemporary and adding a bit of “drooling“, still keeping some of its main codes unchanged — such as the blue background — in order to avoid identification issues from established consumers. The image of the dish is repositioned and no longer has a merely useful purpose; it appears integrated not only to the ingredients but also to a whole scenario that is much more in line with new visual codes of good "gastronomy". Credits: Client: Unilever Portugal: 4SALTI - www.unileverfoodsolutions.pt/ Brand Strategist/Designer: Rex Design - www.rexdesign.com [back] |
