Lorea, setting the course
CLIENT: Yurrita CATEGORY: BRANDING, PACKAGING
Yurrita e Hijos is a family business founded in 1867 and dedicated to the production and sale of pickled and salted fish. After five generations and with more than 150 years of history, it is the oldest canning company in the Basque Country and one of the oldest active agri-food companies in Spain.
Under the Lorea brand, it offers a wide range of products, with Cantabrian Anchovies and White Tuna being the most prominent. The portfolio is completed with other varieties such as Light Tuna, Fish Cakes and a range of specialties such as Baby Squid, Sardines, Mussels and Cockles from the Galician Rías.
The Lorea range is characterized by being very extensive and offering different forms of presentation and formats to meet the different needs of each consumer. Lorea products are made with the best raw material from the Cantabrian Sea, following a careful and pampered craftsmanship.
The challenge.
Lorea was faced with the need to carry out a complete review of its range of products with the aim of transmitting a renewed and current image to the consumer. At the same time, the project should allow ordering and unifying the different creative routes with which the different product lines had been resolved over time.
After the first preliminary and project definition meetings, the challenge became even more ambitious by incorporating into it the need to review the Lorea brand itself, a central element of the packaging of all its products.
The new brand.
The previous brand did not show the necessary communicative capacity to contribute to the defined objectives of renewal and updating. We opted for a new proposal that results in a much more modern style that is closer to the consumer. The use of capital letters is dispensed with and details are incorporated that offer greater dynamism and that, at the same time, are capable of connecting with the seafaring tradition of the company since its foundation in the 19th century.
The translation to packaging of such a wide range is a process that must be approached with perspective since the communicative scheme must be valid to house different product varieties, seasonings and formats.
The new communication line created is committed to incorporating a band as a central element of the packaging in which branding, species and seasoning are arranged in a hierarchical manner, while the color of the rest of the pack contributes to segmentation by seasoning. The richness and care in the treatment of the illustrations, texts and pictograms of the set contribute to convey an artisan and exclusive sensation when it reaches the hands of the consumer.
