https://www.youtube.com/watch?v=iV_Z6WKI1eI
The Portuguese group JMD, a distributor and partner of major food industry brands, faced a moment of transformation after becoming independent from the Jerónimo Martins group.
In this context, we were tasked with unleashing the potential of Jerónimos—the group’s own brand—by giving it value and meaning, and turning it into a key asset of the company’s new positioning.
New times without losing sight of origins
The Jerónimos brand had been present in Portuguese homes for over 200 years, passed down from generation to generation. At Columna, we worked to turn Jerónimos into the perfect companion for today’s Portuguese families: an ally in everyday cooking, offering authentic, healthy, and convenient ingredients.
With the new positioning, we redefined and segmented the product portfolio to make the offering clearer to the consumer. The range was organized into three consumption territories, each linked to a specific moment: “Bom dia!” for breakfast products, “Bom proveito!” for lunch and dinner, and “Divirte-te!” for extras used on special occasions.
Visual identity
At Columna, we designed a modern and simple visual identity that supports the new brand positioning based on naturalness, with finishes that evoke an artisanal character.
In-store communication
At the point of sale, the challenge was to enhance brand visibility with packaging that builds a solid, consistent, and recognizable brand block in a highly competitive environment.
We also developed a verbal language capable of connecting with the consumer in a more emotional and familiar way. The packaging expresses legacy and storytelling, helping to transmit the new brand’s values while making its proposition and product architecture easy to understand.
