Rebranding Azucarera

Designed by La Cía. Branding & Packaging, Spain.

Introduction
The evolution of a brand is a sign of the effort that a company dedicates to strengthening and renewing itself. This is the case of Azucarera, a leading brand that thinks about the consumer and is always close to him/her, in their homes, in their lives. Azucarera decided that it was time to give the market a modern and dynamic image of the company that was more in sync with its current spirit while reinforcing the positive values of sugar. A new identity for a new stage of the company in a complex market environment, where the image and philosophy a company presents to consumers is more and more important for staying competitive and prestigious.


Challenge
As Marketing and Business Development Director of Azucarera Rhona Martin said, “the consumer has always associated the Azucarera brand with tradition, guarantee and trust. With the renewal of our image we want to strengthen that perception, reaffirm our values and, at the same time, communicate a more modern image that reflects the happiness our products give consumers”.


Solution
The Azucarera logo is built on red and orange colors associated historically to both the brand and the company while incorporating a more rounded typography that gives an overall easy going effect, communicating a feeling of sweetness and wellbeing. At the same time it includes the slogan La vida sabe major (life tastes better) to more effectively project the benefits of the brand to the consumer.
La Cía. Branding & Packaging worked with the objective of creating a new brand that communicated both continuity and renewal. Pepe Torquemada, CEO of La Cía. Branding & Packaging, said “Our team took on the challenge that Azucarera gave us in an original and enjoyable way, without diminishing the importance of the values of a brand that’s known in all homes in Spain, with many years of tradition and history behind it”.