Good’ol rebranding to the rescue.
Todo Ganado wanted to improve their B2C business, but because of the difference in costumers needs depending on their two main locations, one being more upscale and the other more downscale, the experience lacked of a cohesive tone of voice.
So our main goal was to find a common ground between these two very disparage markets with a new unified brand identity.
The strategy was to give the brand something for every public, a premium experience but not cold and distant, mixing the old with the new to create a more warm and welcoming experience.
For the “old” part we gathered inspiration from classic 1800’s butcheries from London, where the butcher itself was a respected figure, advising its costumers in the selection of the best meat cuts.
Nothing like a brand that works like a brand.
For the logo we selected a typography with a lot of personality, inspired by hand painted butcheries facades, in order to give the brand the touch of a very personal experience.
After researching the category we found out that the same colors were being repeated again and again, so we decided to go with a very different approach.
We also created a monogram inspired by the actual cattle branding, that can live attached to the logo or independently, according to the communication material required.
During our costumer research we identified the perfect graphic element to bridge both target audiences: charcoal. A material that is still used in the countryside to cook everyday meals and is also used in the big cities, to make a barbecue, so this became a central element of the new identity.
To reinforce the premium quality of the meat cuts at Todo Ganado we developed various stamps, with and heraldic kind of look, that coexist to create a cohesive but at the same time flexible identity system.
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