Client/
Catalán
Project/
Rebranding / Packaging
Brief/
Catalán is a delicatessen brand founded in the Colombian countryside. Since its foundation in 1989, all their animals are free-range and fed on grazing. This family-owned company believes in the transparency of their meats, and it is considered one of its core values.
With a great story to tell and the increasing need for differentiation, the idea of redefining a new identity for Catalán arises.
Solution/
Back to tradition.
Catalán gained recognition in the consumers' minds as a premium brand, but over time, while products maintained their quality, the identity itself was diluted until it had no differentiation.
From the design process, we wanted to focus strategically to reflect that traditional background through a story to be told from the shelves. Catalán underwent a drastic change from the logo to the packaging that allowed the brand to stand up and claim all the experience earned for 20 years.
The new Catalán packages illustrate a meadow, a traditional Colombian country house, an earpod tree, and a farmer with his grandson. These are local family ingredients that fall over the fields where animals feed on.
