Sigma Alimentos, Grupo Alfa’s refrigerated and frozen food company, owns some of the leading brands in its category. However, the corporate brand had very little presence and image, and the company wanted to build an improved strategy and architecture for the long-term.
Interbrand embarked on an intense audience research effort to determine the deal way to optimize the brand’s expression. After thorough analysis, we determined that the company did not require a name change. The name was descriptive enough, and had sufficient elasticity to back the different brands within the portfolio. However, the brand’s visual identity was in need of an update to imprint a warmer, closer, and relevant character to the entire category, using a font that reflects a brand backed by the commitment of a great team.
The brand’s launch in 2005 was very positively received and is now being strategically applied to the brand portfolio. Our team was responsible for the implementation work, from print communications and vehicles to digital communications.