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Designing a logo to brand a gastronomic jewel from Spain, the Ibérico ham, in the U.S. market was more than exciting it was the opportunity to pu… Read More
Designing a logo to brand a gastronomic jewel from Spain, the Ibérico ham, in the U.S. market was more than exciting it was the opportunity to put my bi-cultural background and many years of experience in branding in the U.S. and Spain to work for a product I love. In Spain we like to think that selling such an extraordinary product in the U.S. it’s a no brainer, “the Americans will love it” we’d say. However is not that simple, in the U.S. the cured ham category is dominated and defined by “prosciutto” (Italian term for cured ham). In the eyes of the American consumer any cured ham is pretty much a “prosciutto”, they expect a certain price range and an Italian brand name attached to it. The challenge is how to justify a price that is at least five times more expensive than the average “prosciutto” for a cured ham that is not even Italian? Strategic approach: Turning the challenge into the solution Ibérico ham main marketing challenge is how to justify the Ibérico high price tag. The solution, position it like a luxury product, stay away from the expected ham brand look and attach the “from Spain” statement of origin to all logo iterations. Design a logo that conveys a luxury goods brand personality and consistently hammer the luxury brand positioning on every Ibérico ham brand touch point: advertising, merchandising, point of sale, press release, event and interactive communications. There is an enormous market opportunity in the U.S. for outstanding gourmet foods and once the uniqueness of the Ibérico brand is understood and the ham tasted, the “Americans will surely love it”. Read Less
Published:
Ibérico Ham from Spain, brand identity
 
To increase awareness and sales in the U.S. market of the super-premium Ibérico ham from Spain, a consortium of top producers with the help of the Commercial Office of Spain and the European Union Development Fund launched a branding and marketing campaign. JRDG was selected to design the brand logo and identity, website and marketing materials.
 
In the U.S. the cured ham category is dominated and defined by “prosciutto” (Italian term for cured ham). In the eyes of the American consumer cured ham has become synonymous with “prosciutto”, they expect a certain price range and an Italian brand name attached to it. Our challenge was to strategically brand the Ibérico ham as a super-premium product to justify a price that is at least five times more expensive than the average “prosciutto” and create the marketing materials to support it.
 
Strategic approach: Turning the challenge into the solution
 
Ibérico ham main marketing challenge is how to justify the Ibérico high price tag. The solution, position it like a luxury product, stay away from the expected ham brand look and attach the “from Spain” statement of origin to all logo iterations. Design a logo that conveys a luxury goods brand personality and consistently hammer the luxury brand positioning on every Ibérico ham brand touch point: advertising, merchandising, point of sale, press release, event and interactive communications. View branding case study.
Ibérico Ham preliminary design concepts
Collateral applications
Ibérico ham brochures
Ibérico ham website