https://www.youtube.com/watch?v=FMqrWjj_VC8
El Caserío, an iconic and trusted brand for Spanish families, turned to Columna to address a disconnection with consumers. After years operating under the positioning “De El Caserío me fío” (I trust El Caserío), the brand felt the need to win back that trust, restore the perception of naturalness, and simplify its value proposition to consumers.
A new brand
The brand had not undergone any changes in the past 10 years, so a deep analysis of the context, competitors, company, consumers, and sales channels was necessary. Through interviews and a workshop, we identified the key insight on which we would build the brand’s strategic concept: “Everything tastes better with a bit of cheese.”
We built the brand’s positioning and identified its core values, attributes, and personality.
We evolved the brand’s target audience to focus on “cheese lovers”—those who add cheese to every recipe. Without being gourmet, they appreciate good flavors and look for an easy way to add a touch of fun to their dishes.
As part of the brand repositioning, we restructured the product portfolio segmentation. We moved from a division of four ranges—slices, shredded, portions, and snacks—to organizing the portfolio around consumer needs into two ranges: traditional and natural. The traditional range corresponds to the more convenience-focused products in the portfolio, while the natural range encompasses higher-quality, more natural offerings.
As a result of the new brand positioning, the logo was redesigned to enhance iconicity and reinforce the perception of naturalness. The uppercase typography from the brand’s original packaging designs was revived, adding authenticity and improving legibility in the logo.
The iconic illustration was redrawn to simplify elements, giving greater visibility to the brand’s key visual: our farmhouse. Additionally, the outer border of the logo was reworked to create a friendlier shape, better suited for various formats, and evoking the iconic product shape: the cheese wedge.
A new packaging design
The project also impacted the brand’s packaging design. Efforts focused on simplifying communication levels on the pack to highlight the brand’s legacy and key messages.
Large, clear descriptors were combined with more appealing, contemporary product photography and a textured background to enhance the brand’s authenticity and naturalness.
As a result, El Caserío is no longer just another ingredient in recipes—it becomes the key ingredient that elevates them and brings them to life. Because, in the end, life is better with cheese, right?
