Conservas Pedro Luis is a food company with more than 40 years of experience in the production of canned fruit, vegetables and fresh and seasonal vegetables. In order to consolidate its commitment to the baby food segment, it proposed the need to develop a new specific brand, capable of having its own voice with which to offer a relevant and appropriate discourse to its consumers (their parents in this case) and at the same time supported by the guarantee of its extensive experience as a manufacturer.

The new products would be made only with the best selection of fresh, seasonal ingredients harvested on the banks of the Ebro River in Navarre in controlled, local crops and packaged in less than 24 hours to ensure the preservation of all their nutrients and properties.

The search for the name of the new brand began with an exploratory phase in which different routes were evaluated, each of them emphasising more clearly some of the key elements of the value proposition of these new products. Other children´s references were also taken into account, not only specific to the food world but also to parallel sectors such as leisure, entertainment or retail.

The name finally chosen, Natubé, reflects in a very clear and simple way the two elements that were finally highlighted as essential in this process: the naturalness of these products and their specificity for babies. The result solves in a simple way the communication of its essential benefits and positions the new brand naturally in this segment together with the rest of the existing players.

The backing and experience of the manufacturer (by Pedro Luis) accompany the new brand, providing a seal of guarantee and quality recognised by the target audience on the shelves.

For the graphic representation of the new brand, we opted for a composition of soft, smooth shapes, an aspect highlighted by the wave that underlines it. The range of colours used and the leaf that serves as a tilde help to convey the natural component and bring the result closer to a decidedly childish terrain.

The next communicative challenge was to focus on the organisation of the visual system that would allow us to structure the packaging for the different references planned for the launch, in turn structured into three ranges: vegetables, creams and fruit.

To this end, we introduced a dinosaur as a mascot that acts as a transversal element for all the references and accompanies the illustrations that in each case represent the ingredients included in each of the trolleys. On the other hand, the chromatic range used, in addition to providing a playful and fun touch, was chosen to ensure its integration with the colour of the contents, which is extremely important given that the labels used are transparent.

We also developed a simple website that would give the new range a digital presence and added credibility and information for the consumer. The new www.natube.es directly conveys the main benefits on which the brand´s discourse is based and offers specific information on each of the references on the market, managing to transfer the graphic universe and Natubé´s communication axes to the screen.

The launch was completed with the publication of a children´s book in which "El Dino Natubé" appears before the smallest members of the household and offers a series of guidelines and advice for their diet. The book was accompanied by a stuffed toy and was used as a company Christmas gift as well as having a solidarity aspect.