Nowhere like at home
CLIENT: Yurrita CATEGORY: BRANDING, PACKAGING, SHOOTING
Yurrita is a family company 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 agri-food companies in Spain.
In parallel to its canned products, it develops a variety of ready-made dishes, which it decided to relaunch and reposition under the name "Casa Mauleon Etxea", a name that alludes to the name of the home and later the inn, whose kitchen saw the birth of the first homemade and traditional Mauleon croquettes.
The brand
The naming, Casa Mauleon Etxea, emerges as the main concept and encapsulates a rich cultural duality: Spanish and Basque. The origin is the surname Mauleon, in Basque, without the accent. The "etxea" (Basque for "house") is added to it and not only points to the root, but also to the artisan character. The whole is revealed as a versatile term, accessible to a state market and in tune with the coexistence of bilingualism.
The name is accompanied by the year of foundation, 1867, which stands as a bridge between tradition and the present day.
For the brand design we opted for a typography that would underline the artisan and traditional values of the brand. At the same time, the combination of the chosen colours brings a premium character and an elegant forcefulness and balance to the whole.
The challenges
In the commercial sphere, we are immersed in a highly challenging segment, populated by numerous price-oriented competitors. In this scenario, our aim is to make the Casa Mauleon Etxea brand competitive in large supermarkets, standing out as a differentiating option without falling into exaggeration.
To achieve this objective, we have decided to reinterpret the visual code characteristic of our segment, improving every aspect and presenting the product in a bag format, which is more accessible to the consumer. We faced the challenge of being newcomers in a space (frozen foods) that is limited and costly in terms of display.
Despite not being such a well-known brand, we have countered this limitation with impeccable packaging, with high quality printing and extraordinary photographs that capture, in their detailed interior, the essence of the flavour of each croquette.
Behind this product lies the knowledge and expertise of the Yurrita Group, which not only brings to the market high quality croquettes, but also a range of original flavours designed specifically to meet the demands of the mass market. These flavour options include authentic Cod, Txistorra, Carne de Cocido, White Tuna with Onion, Torta del Casar, Iberian Ham and Free Range Chicken.
