Grupo Nueva Pescanova

Pescanova, a key European player in the fishing industry, was looking to consolidate its brand image. With a presence in 19 countries and a diversified offer, encompassing differences in design, positioning and packaging formats, Pescanova needed a coherent visual identity that would unify its global offer.rnrnNavigating towards a unified brand identity.

To create a coherent visual identity that preserved local authenticity while strengthening Pescanova's competitive position in the global marketplace. As part of this process of updating and unifying the brand, we faced with the following challenges:rnrn To create a single, consistent Brand Block for all products, ensuring a coherent brand image, at points of sale around the world. This would facilitate instant brand recognition across ranges by consumers.

rn Generate more attractiveness at the bottom, with simplified facing, more delight-focused messaging, updated design and elevated product staging.

rnrnUnify and attract: Pescanova's double objective.

Brand Block Pescanova:rnTo address these needs, the first phase consisted in designing a cross-cutting Pescanova Brand Block, with the aim of standardising the existing complexity between the different countries, ranges and SKUs.rnrnA composition was designed that includes the Pescanova brand logo, the shape of the wave and an illustrated background of the Ocean. What Pescanova aims to represent is not the warmth of the Mediterranean, but the cold and unforgiving Atlantic. The illustration of the sea was created with this intention in mind, opting for a homogeneous intensity of waves distributed throughout the background image to convey the feeling of a dynamic and lively deep-sea ocean, without being stormy or disturbing.rnrnIt was also crucial to explore the diversity of products and lines in order to establish a general rule that would allow the new Brand Block to be easily applied to all variants. Three vertical and three horizontal models were defined, with some exceptions for very specific products.rnrnFinally, in order to maintain visual consistency, it was suggested to avoid the use of taglines within the brandblock. However, each market was left free to adapt the strategy according to its specific context.rnrnNaturales range:rnThe next phase of our strategy involved the redesign of the Naturales range for the Spanish market as a first step.rnrnTo clean up and visually simplify the design, wood textures were softened and typographies were adjusted. Ice was introduced on the front of the pack to highlight the freshness of the product, evoking images of fish markets and fresh fish. In addition, the products were photographed from a zenithal view. To facilitate consumer guidance on the shelf, the messages on the front of the pack were optimised to convey pleasure/enjoyment.rnrnHarmonising a leading brand in a diverse market.rnrn

Both restyle projects for Pescanova resulted in a resounding success. The implementation of the unified Brand Block strengthened the brand image globally, while the redesign of the “Naturales” range in Spain increased the perception of freshness and quality, boosting sales. Overall, this branding transformation consolidated Pescanova's position in the international market.rnrnFrom an ocean of brands to a single wave of success.