Grup Alimentari Guissona, a Catalan-owned agri-industrial group with a unique vertical integration model, entrusted us with the challenge of reviewing its brand portfolio to organize, segment, and hierarchize it, building a unique value proposition. The new brand architecture needed to convey the group’s values, attributes, and essence in a transversal way.
The value proposition of the group’s brands needed to be perceived in a much more recognizable, simple, and direct manner, targeting all stakeholders—both internal and external—across the food, industrial, and service sectors.
The architecture
For the strategic approach to brand architecture, we considered the characteristics of this agri-industrial group. A highly dynamic group that brings together companies and people, focused on proximity and a strong commitment to its rural environment—rooted in territory and tradition—working daily to ensure customer satisfaction and community well-being. The group is organized as a network of companies in related yet often independent areas of activity, with a consistent aim to offer integrated proposals across the entire value chain of each product or service.
We strategically defined the most optimal solution for the group of companies, organizing the brands into four levels (corporate, business areas, banners, and product), covering both food and non-food categories. These four levels are ultimately unified under the same name, BonÀrea, and a single brand, forming a monolithic architecture supported by descriptive sub-brands.
The new BonÀrea identity
The corporate brand becomes “BonÀrea Agrupa,” projecting the group’s essence as “a hub of activities centered on innovation and business excellence in rural areas.” The symbol represents homes and people, and the leaf stands for the source of life—concepts present in each of BonÀrea Agrupa’s companies and services.
In retail, “BonÀrea Alimenta” retains its name while modifying the descriptor by incorporating a tagline associated with one of its core values: “Direct from the Field*.”
* BonÀrea has received AENOR certification, which guarantees that the brand carries out the complete production cycle—from its livestock farms to the processing, dispatch, and direct sale to consumers without intermediaries.
