Garcimar

Garcimar is a family company founded in 1931 with a long tradition in the fishing sector. Leader in its category, it distributes nationwide more than 4,000 products in the fresh and frozen fish range, as well as several different frozen product families (fruit and vegetables, meats, pre-cooked products, desserts...). Its main customers are large national food service chains (hotels, catering companies and communities) as well as independent customers. It distributes its products in mainland Spain and the Balearic Islands on 8 national platforms with more than 70 routes of its own.

In order to update its brand architecture and improve its image in the eyes of its customers, a holistic process of exploration, strategy and design was carried out to express the new dimension of the brand at all points of contact with its audience.

An exercise of coherence and legitimacy that went from the strategic to the tactical.

Establish a work process based on different phases.

An audit of Garcimar's health, carried out by means of in-depth interviews (both with the brand's internal stakeholders and its external public), establishing the strategic bases that would guide the process.

Build the brand platform, a tool that helps in its definition and architecture, allowing to identify possible business opportunities (or redefine those extensions that offer higher performance).

Finally, carry out a brand identity phase, designing the new Garcimar, both conceptually and in terms of design. A key phase to define the expression of the new brand in its entirety and to establish the final pieces to be implemented.

During this restyling process, the basic elements with which the brand had grown and stood out were established: its origin values, excellence in service and expertise.

The architecture exercise highlighted the need to create a second brand, an extension of Garcimar with all those products that do not come from the sea. Thus, thanks to the identity process and the strategic guidelines that were established, a naming exercise was carried out for the new brand: Garcimarket.

At a conceptual level and with the aim of synthesising the essence of Garcimar and its new extension,  we created a new baseline was constructed: Very food service. A lateral and notorious game capable of speaking of excellence and placing the brand in its category, accompanied by a "since 1931" to anchor origin and expertise.

The final result of the whole process gave Garcimar a unique, attractive and relevant aesthetic value.

A design capable of establishing a relationship between brands while maintaining their differentiation was conceptualised: a generic colour for each brand, horizontal stripes for Garcimar (maritime imaginary) and vertical stripes for Garcimarket (evoking the awnings of market stalls).

In terms of packaging, simple two-colour elements were used to facilitate the decoding that the product required. Chromatisms to help segment the product by family and a sufficiently intuitive design to help with distribution.