Lactalis
Flor de Esgueva
Lactalis
Flor de Esgueva is a cheese produced by the Lactalis Group (world leader in dairy products) that dominates the sheep's milk cheese market in Spain, a classic on discerning tables.
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Víctor Navarro, Marketing Director Lactalis Spain
Flor de Esgueva is, for us, a true "local jewel" a timeless cheese with a history and craftsmanship that, as Marketing Director, I feel the responsibility to make grow without losing a single ounce of its tradition. In this context, the work carried out by Little Buddha has been particularly valuable. They have successfully repositioned and enhanced the 'Gran Reserva' premium range, while updating the core of the business, the 'Viejo' range, with great sensitivity, keeping the brand's essence intact. The approach was strategic, respectful, and perfectly aligned with what consumers expect from Flor de Esgueva. Entrusting them with this challenge was, undoubtedly, the right move.
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Flor de Esgueva is a cheese produced by the Lactalis Group (world leader in dairy products) that leads the premium cured cheese market in Spain. With a higher price than its competitors and a recipe made from 100% sheep's milk, it is a classic on discerning tables. However, the Viejo variety accounts for almost all sales, and the Añejo (more mature) range does not have the strength it deserves.
Redefining the most iconic sheep's milk cheese brand.
Our challenge consists in improving the identification of its flagship product (Viejo), questioning the brand architecture so that the difference between Viejo and Añejo is more easily perceived, establishing Añejo as a more premium version while respecting the codes of Flor de Esgueva, and redefining its cross-cutting assets to maximize impact on Spanish shelves, reassuring its most loyal consumers and attracting new consummers.
Strengthening a leading brand and affirming its segmentation.
With a holistic approach, we analysed both the brand's positioning and its most recognizable elements and determined its point of differentiation: sheep's milk.
Within this analysis, we questioned the imagotype of the Master Cheesemaker, referring to a centuries-old tradition rather than a medieval one. We also sought more intuitive ways to evoke the relationship between Viejo and Añejo, both in terms of naming and graphics.
Defining the brand language to reinforce its leadership.
With the aim of affirming the differentiation of Flor de Esgueva vs. other cured cheese brands, we have implemented several aesthetic and strategic changes:
We removed the reference to the castle, whose value was not evident, and affirmed its essence as 100% sheep's milk cheese with a more prominent and notorious central illustration of a sheep.
We worked with a more vital and ownable copper tone and unified the application of color to achieve maximum consistency across different print media.
Furthermore, we defined a clearer naming for Añejo with Gran Reserva, moving it to a gold code (which allows for a clearer hierarchy compared to the bronze of Viejo) while maintaining the same architecture.
Finally, we updated the imagotype with a more aspirational traditional Master Cheesemaker and a slight adjustment to the branding typography. We modernized the Master Cheesemaker to show one of the key steps in the Flor de Esgueva maturing process (oiling) and help position it as a modern brand that respects traditional processes and the craftsmanship of a high-quality product.
Reinforcing a premium and super-premium range within traditional savoir-faire.