Spain. The iconic Serpis olive brandunder the direction of the company Cándido Miró, took a step forward in its brand strategy with an image redesign carried out by the consulting firm TSMGO.
The olive and pickle manufacturing company Cándido Miró-Serpis opened a new stage in its almost centenary journey through the mass consumer industry. One of the changes that characterize the new style is the new brand imagewhich comes to promote its innovative and entrepreneurial character.
These characteristics have accompanied the company since its beginnings in the Alicante town of Alcoy in 1926, where the company’s founder, Cándido Miró, engineered an olive filling machine that allowed it to be the first national firm to market and popularize olives. stuffed with anchovy.
The redesign of the image and its translation to the packaging was carried out by the branding consultancy firm TSMGO | The show must go on. With the aim of gaining attractiveness, accompanying its repositioning and transmitting its ultimate objective: to highlight the little things that deserve to be savored.
A modern focused redesign
He redesign process It began with a deep internal reflection on the part of the brand to understand how they should behave in the current market. For this reason, the consultancy seeks not only a visual change, but a complete restructuring of the brand identity.
The visual and communication proposal focused on maintaining the essence of Serpis while modernizing its image. We worked on the main assets of the brand: the color, the oval and the characteristic shapes of the brand.
The intention was not to make a radical change, but rather a subtle intervention that would maintain brand recognition. “We seek to ensure that all the formal elements contribute to activating the consumer’s memory of Serpis,” he explains in a TSMGO statement.
The redesign also included the reorganization of the information hierarchy on the packaging. This not only facilitates the consumer’s choice on the shelf, but also improves the perception of quality and flavor. Variety descriptors, presented in handwritten typography, add dynamism and
personality to the product frontpack.
Finally, this meticulous project seeks to reinforce the brand’s position as a benchmark in the market and establish its leadership.
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