Agrial

An ambitious project, whose last iteration took place more than a decade ago, for a brand with remarkable legacy and strong consumer relevance. A leading brand embracing this redesign from a strategic perspective, aiming to capitalize on its strengths and continue growing in a market dominated by private labels.rnrnNew sprouts for new horizons.

From the very beginning, the project came with specific objectives: to modernize its look and feel to compete in today’s market, to attract modern consumers without losing its essence and recognition, and to reinforce its leadership position within the category.rnrnTo achieve this, and with the aim of unifying brand application across all business units, the banner —the field landscape on which the logo sits across most products— was treated as a core element. Defining transversal usage rules and standardizing its presence were absolutely key to enhancing impact and recognition across European shelves.rnrnA natural evolution.

By analyzing the brand’s Distinctive Memory Structures, as well as its trajectory and portfolio, we developed a range of proposals that respected Florette’s values while rethinking and evolving each of its elements.rnrnKey aspects such as typography legibility, the strength of its graphic codes, and the significance of its international positioning played a decisive role in shaping the creative routes, all aimed at reinforcing its natural, warm, and contemporary essence — a strategic choice.rnrnFinally, through consumer testing, the foundations of the winning concept were defined.rnrnTowards another decade of leadership.

Both the logo and its packaging application were simplified:rnrn We removed the lines framing the typography to give it more breathing space and boost its impact.

rn The handwritten essence was preserved, but refined to improve the legibility of challenging letters — notably the “r,” which caused confusion in the German market.

rn The basket imagotype was redrawn, vegetable by vegetable, to enhance its iconic strength.

rn The proportions and curves of the black shape —originally symbolizing a chalkboard— were harmonized to better align with the soft curves of the typography and the icon.

rn Lastly, the banner —the field landscape behind the logo— was redesigned. Its application was standardized across markets, now portraying a more natural and aspirational scenery, free from industrial connotations.

rnrnA step forward in the direction Florette has pursued since its beginnings: a brand with a natural, close, and honest spirit — extroverted and optimistic — renewing itself to stay up to date while staying true to its essence.rnrnMore modern, more approachable, fresher, more Florette.