CLIENT: Conservas JA´E CATEGORY: BRANDING, PACKAGING
JA’E is one of the brands belonging to the Riberebro Group and since 1970 it has been dedicated to the production of canned legumes. Those of a lifetime.
New times, new forms of consumption, new proposals, same ingredients
In constant innovation and dinamism, the brand has recently launched a new range of legumes presented in a new format for this category.
This required the creation of a new value proposition that would underline the versatility and occasional character of the new references - for salads, for vegetable dishes, for soups and broths, etc. - together with the quality, flavor and nutritious values of the products.
The new range is aimed at a young audience, with an active and healthy lifestyle and who enjoys getting closer to the kitchen and try new mixes and recipes. That is why we chose to give the presentation a certain relaxed and playful tone, reducing significance and eliminating barriers and inviting to the enjoyment. This positioning is underlined with the sub-brand Échale JA´E
The creative line of the new packs maintains the defining characteristics of the brand (color, brand location) tadding other elements that contribute to the desired positioning. Among them, the location of the sub-brand stands out as well as the photographic style proposed: product for individual packs, presentation suggestions for the grouping packs.