Background

Peñaranda is one of the leading brands in the market of cold and ripened meats.

Its quality and flavor is due to its raw material and its European process that places it along important brands such as San Rafael and above other more popular brands such as Fud and Kir.

The Peñaranda brand is sold in all self-service stores and offers a wide range of cold meats, ranging from York type ham to ripened ones such as Serrano ham and others.

In recent years, the brand has been merchandized with a traditional image that, although conferring traditional values, had great problems to position itself correctly and compete against premium brands. It needed a change that would generate a greater impact on the shelf and allow the brand to grow visually and also the possibility of generating new line extensions that would respect the essence of the brand.

Reason for Redesign

Despite being a high quality product, its image and packaging did not communicate that value correctly.
A new design was needed to deal with brands such as San Rafael, Tangamanga and Zwan giving the tradition, quality, great taste and high visibility in the deli area where bulk packaging competes for the eyes of consumers who ask for ham or breast by the pound.

Objective of the redesign

• Increase the visibility and impact of the brand on the packaging.
• Simplify the reading of elements generating greater impact.
• Take the values ​​of tradition and quality as elements to communicate in the package but with a contemporary and renewed image.
• Generate vibrant designs with great "taste appeal". Evolve the brand without destroying its essence.

The solution

First an update was given to the logo in the form of a medallion improving the reading of the brand and giving a dynamic arrangement of the elements. The whole line contemplates the use of photography with a lot of "taste appeal" with simple compositions tied to a brand architecture that revolves around the new logo. The brand colors that are red, green and gold are distributed in this new label that reminds us of an award and that gives the sensation of excellence. By using the brand in the center, it is possible to generate a generous window that contains a photograph with the suggestion of consumption of the product, in order to provoke cravings. All the design of the labels is of contemporary style but fine and of high quality, oriented to reflect a European tradition in cold meats and away from the North American mainstream style of other brands, thus preserving its consumer base and expanding its participation in the market.

The result

The redesign has helped Peñaranda achieve its goal: Preserve its base clientele who perceive an evolution of the brand, generate greater brand presence on the shelf and attract new consumers from other Premium brands who see in Peñaranda an attractive alternative parallel to the best in the market.