Background

Following a 360º audit and a comprehensive diagnosis, we identified that the Montsià brand had low spontaneous awareness in Catalonia, particularly in Barcelona, where it was also not associated with the Ebro Delta. In terms of the product, its superior quality was not perceived in comparison with competitors, nor was its Protected Designation of Origin valued, either by consumers or by professionals.

The challenge

To redefine Montsià’s positioning through the new value proposition “L’arròs de la nostra cuina”, aimed at connecting with those who cook, appreciate good rice and, above all, are looking for a didactic and approachable brand. This proposition is built on the product’s superiority and origin, highlighting the attributes that make it unique and distinctive.

To achieve this, a transversal packaging design system was developed to connect with different audiences and channels, with the aim of strengthening meaningful awareness: belonging, superiority, territory, versatility, authenticity and uniqueness. In addition, a didactic approach, unprecedented within the rice category, was incorporated to educate consumers on the most suitable variety for each recipe, helping them achieve the best results.

The solution

We created a new packaging design system aligned with the brand’s new positioning, with a visual identity that captures the essence of the territory, based on an emotional connection with local gastronomy. The design reflects authenticity and tradition, using symbols that evoke the product’s cultural roots. The illustrations reinforce the link to the territory, while offering a close and fresh image, designed to connect with today’s consumers and with gastronomy professionals.

Montsià is the ingredient that turns any recipe into a unique, high-quality experience.