Hacienda San Jerónimo
2006 ReBrand 100 Winners > distinctionIndustry: Food products - Below: Before Image, Rebrand Images, Summary, Credits   Summary: Challenge - “A su gusto” (”to your taste”) is a small family catering company in Mexico that also produces handmade products. This name was also the original brand for their 100% natural moles made without fat or added sugar, which makes it recommended for people with diabetes. This mole is a typical Mexican product, from the region of Puebla, that consists of more than 50 ingredients. It was hand packed in plastic containers without any “Quality Seal” or guarantee of its freshness. With a small budget, a big tag price and a low quality perception, the brand only had acceptance with health specialty distributors, and not with most department and gourmet stores. Strategy - The key objective relied on creating an identity that projected the strong, emotional quality and cultural values of the product. It was important to develop a proprietary name and personality as well as to recommend new packaging materials and label options without increasing production costs. This strategy would help increase the value perception, facilitate sales, and create new purchase occasions. Result - The The name of the founder’s home was adopted “Hacienda San Jerónimo” which gave a traditional and historical meaning to the brand. The look and feel was based on the traditional “Talavera” pottery and baroque style of the city of Puebla’s architecture. A generic glass jar was selected to increase its perceived quality. Five color silk screen labels were substituted for self adhesive stickers printed on a digital press. One of them is used as a quality seal. An additional metallic sticker was implemented for “diabetic” stores to maximize this benefit. “Hacienda San Jerónimo” increased its points of sale and was well received in new stores. The new package design helped communicate the brand’s values and increased its shelf presence. A su Gusto now offers special gift orders, and “Hacienda San Jerónimo” is perceived as a “Mexican souvenir." Credits: Client: A su Gusto Creative Firm: Sol Consultores - www.solconsultores.com.mx Strategy and Design: Enrique Saavedra [back] |
