Narrative and brand storytelling for Alimentos de España (Foods from Spain). Brand actor map, brand architecture and audience characterisation. Verbal identity development: tagline, claims for different situations, brand voice definition. Brand culture book. Visual identity redesign, normalisation and brand image system development. Communication and action programme strategy.
Positioning the Spanish agri-food brand is a complex but necessary task for several reasons. Firstly, because of the strength and diversity of the industry; secondly, because of its impact on the society, economy and culture of the Spanish regions; and thirdly, because of the strength of the competition. Alimentos de España, as a sub-brand of the Spain country-brand, contributes to the first by providing content and seeking to communicate what defines and differentiates the Spanish agri-food sector from those of other countries.
The work was based on the analysis and selection of a central idea, pillars and brand arguments that would allow a clear path to be established for its visual representation and the verbal construction of its language and tone of communication. The proposed idea is based on the empowerment of Spanish farmers, livestock breeders and fishermen, highlighting the beauty of the landscapes they shape through their work and the ability of Spanish agri-food products to connect with the gastronomic cultures of other countries.
A mapping of the actors and the development of the brand story, the verbal identity, the orientation, the search for references and the tone for the brand and the communication, as well as a characterisation of the various target groups were carried out.
After this phase, we worked with Estudio Pablo Gallego to standardise the brand, based on the existing Alimentos de España logo designed by David Delfín. Different versions were proposed for different uses and elements, creating a code of organic shapes to help identify and differentiate the brand. In addition, a series of secondary signs were designed to enrich the identity and the resources available to generate the brand’s presence. The brand book was created, containing the brand’s history, identity and personality, and was applied to the brand’s communication areas, in terms of corporate image, spaces, communication (exterior, merchandising, trade fairs, etc.) and behaviour.
The project developed the communication strategy for the Alimentos de España brand. After reaching a consensus on the objectives, the keys to the strategy, the levels of action, the conceptual and action model for communication management and the communication plan with its communication programme were provided. A guide to concepts, areas and actions was proposed. It included an inventory of materials and resources needed to carry out the actions, a description of the content of the actions and events, communication and promotion options, and a section on possible partners or collaborators.
In addition, a model has been developed to define the style and tone of communication used to describe Spanish agri-food products.
