Fornero
Redesigning an identity to stand apart in a competitive, saturated market.
Context and vision
Fornero, Telián's flagship brand needed to update its identity to compete in the mass-market food sector. The existing image projected outdatedness and lacked differentiating elements within a highly competitive category.
The vision of the project was to evolve the brand towards a more modern and competitive identity, while maintaining its essence and its link to the company's tradition.
Strategy
The work began with a competitive analysis of the food sector and the conceptualization of the brand, defining its DNA and differentiating assets. The objective was to build an identity capable of balancing tradition and modernity.
Based on that, the visual and verbal identity was developed, generating a brand system ready to be applied in packaging, commercial communication and points of sale.
Results
The rebranding modernized the brand's perception and strengthened its differentiation within the market. The new identity unifies packaging, communication, and brand narrative under a coherent visual system.
The brand managed to consolidate a more modern and recognizable image, accompanying its projected growth in the food market.
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