At the same time, this new identity had to strengthen Alvalle in its home market by differentiating it from other local brands, as well as from retail brands.
Taste the Mediterranean
- Visual Identity Design
- Packaging Design
- Brand Narrative
- Brand Positioning
- Consumer Goods
Following its successful launch in France, in 2017 PepsiCo decided to extend its iconic Alvalle Gazpacho to UK, Benelux and US markets. It was time to branch out beyond its Spanish roots and culinary tradition, and present the world with a healthy and genuine product, with a distinctive identity from the rest of players in its market of origin: Spain.
the Mediterranean lifestyle
A double challenge: to define a new brand strategy that would capture the Mediterranean spirit, essence and flavour, in order to introduce the exceptional Spanish gazpacho to the European market.
A perfect match
for "life embracers"
Made with fresh, nutritious ingredients and sold in a convenient, ready-to-drink format, Alvalle was a perfect match for a target group eager for healthy, tasty and convenient offerings. It connected perfectly with people who only settle for the genuine: the "life embracers".
For these upbeat explorers of new experiences, with no time to waste in their quest for natural ingredients, wellness and balance, we had to come up with a proposal that offered character, versatility and rhythm, without relinquishing flavour.
A 100% Mediterranean way of being and living.
Kaleidoscopic still lifes capture the balance and health of the Mediterranean essence.
Attribution of origin and character inspired by coastal village tiles.
The Go Gazpacho
Finally, the brand was activated in the different international markets through the Go Gazpacho experience, which invites new consumers to discover this delicious drink, and enjoy a way of life through a product that iconizes the best of the Mediterranean diet.
What’s more, this experience was transferred to the digital universe, a space of comfort for life embracers, through a multichannel campaign that connected the different touchpoints to ensure brand consistency and introduce the new Alvalle to the world.