SERPIS

Cándido Miró is the pioneering company in industrialising the olive stuffing process under the Serpis brand.

In a mimetic category in which strategic movements are replicated, Serpis is considering transcending conventional decision vectors and building a new positioning and brand platform which reactivates its leadership attitude.

In order to create a new identity, a new narrative, and translate it into packaging, we delved into the truths of the brand to find answers to the question of which legitimate attributes to push.

With the ambition to lead the category, we seek to enrich the entire brand universe around enjoyment and quality moments shared together.

A branding exercise which has led, after deep internal reflection, to redefine how Serpis is to behave in the 21st century.

Inspired by this lifestyle in which emotion and flavour are at the heart of everything, we redefined the entire product portfolio with a profound segmentation and reorganisation of messages and visuals.

OBJETIVES

• Build a new brand positioning in the territory of enjoyment and quality moments shared together.
• Ensure brand evolution without losing customer recognition, and that the legacy of quality and pioneering spirit is added to that of flavour.
• Organise the entire product portfolio with a unique and appropriable layout on the shelf and that each range reinforces consumer segmentation.

PROPOSAL

With the redesign of the brand block, we appropriated all the brand’s heritage and imagery to create a brand which is more engaging, accessible, and appealing to consumers through the recognition of its main assets: colour, oval and shapes. We are not looking for a radical leap, rather a subtle intervention in which all the formal elements contribute to activate the memory of Serpis.

We also work on the elements which help the consumer make a choice on the shelf, to make their decision easier, and that their coding leads to a greater perception of desirability, quality, and taste.

The photographic direction of the olives, which form the central still life of 3 olives, acts as a powerful, eye-catching focal point in each packaging and has been carefully designed to stimulate the senses and encourage consumers to want to try them.

We also incorporated a pattern which accompanies different situations and contextualises moments of consumption in a way which enriches the consumer experience.

In addition, we transferred this same motif to the lid of the cans, with it running around the entire upper perimeter, making it easier to find on the shelf. An innovation in the category which enhances brand perception in the competitive set of the shelf.

A clearer layout and hierarchy of information, with some fun and relaxed references, allows the perception of the whole to be interpreted in consumer tests as appetising, fun, accessible and better tasting.

Variety descriptors are presented in a handwritten typography which brings dynamism and personality to the product’s front packaging.

From the evolution of the core range of olives (stuffed anchovy, black pitted, light…) to the new launches (pickled, seasoned…), they have been analysed and fine-tuned so that all the ingredients that make up the visual universe accentuate and help to consolidate the perception of vitality, enjoyment and flavour.

Another shining example of craftsmanship and the subtle touch of its components to ensure that the ensemble works in the direction we are looking for: to underpin Serpis as a benchmark and consolidate its leadership position.

GRAPHIC SOLUTION

In addition to defining the basic assets of the brand: colour and shape, we added typographies and a consistent structure to ensure these changes produce great results.

The visual leap between the previous version and this one is enormous, but yet it is still reminiscent, having been reworked to the very last detail.

A project which requires constant adjustments to ensure that the brand remains recognisable.