The emergence of new ways of cooking and eating drove the evolution of La Sirena's solutions from an approach based on practicality and speed to the search for balance between functionality and a passion for cooking.
Redefining the shopping experience
- Brand Positioning
- Portfolio Architecture
- Visual Identity Design
- Naming & Verbal Identity
- Packaging Design
- Experience Design
- Retail Design
- Food and Beverage
La Sirena is a renowned frozen food retailer with more than 30 years of experience, 250 establishments throughout Spain and a wide variety of white label brands in constant evolution in order to satisfy consumers’ changing needs.
A new way
of shopping and cooking
La Sirena was faced with the challenge of redefining its positioning and shopping experience to respond to new consumer needs. A global project that required rethinking the brand image and definition, the portfolio architecture and the in-store experience.
A new, more contemporary, closer and more sophisticated brand.
A new, more flexible, warm and Mediterranean space.
A new portfolio architecture focused on the consumer.
Unfreezing the brand
and the space
The brand was developed to give it a more modern and approachable character and a new colour code was introduced to complement the presence of red and blue with natural tones such as wood.
The typography was changed and the brand icon, the mermaid, was stylized, based on the synthesis of the pictogram, but naturalizing its shapes and gestures by means of curved lines to increase its organicness. The new brand gains sophistication and eliminates the supermarket connotation that has defined it until now.
Before / After
Following the concept of a Mediterranean marketplace
One of the project’s key points was to establish a continuous dialogue between the packaging and the retail experience. The point of sale was naturalized, transferring the new colour range to the interior design and including warm materials such as wood, bamboo and ceramics.
A floor that imitates encaustic mosaic tiles with a pattern reminiscent of scales was also implemented.
The new proposal proposes a revolution through a complete restructuring of the spaces, adapting them to the new brand architecture and organizing a shopping choreography with its own rhythm and emotion. A much warmer and more fluid in-store experience in spaces that gain agility and naturalness and help to define the frozen food of the future.
A consumer-focused portfolio
The new ecosystem puts the customer at the centre – a flexible approach that enables us to continue appealing to the traditional consumer, but also to respond to the needs and concerns of a younger target.
New categories determined according to the definition of the target, which are specified on the one hand in conventional platforms such as Kids – for children's products – or the Premium range and, on the other hand, through new universes such as Los Imprescindibles, which brings together those products that have become a freezer staple or Listísimos, with a more practical and functional approach that encompasses a selection of ready meals. Each category has its own graphic universe and brand tone, consistently based on the needs of the consumer. It was essential to bring the products closer to each lifestyle in order to revalue them and improve their perception.