Bavaria

Background

Bavaria is the market leader in blue cheese in Argentina. With more than 86 years of history, it is the first blue cheese in the country. It has a state-of-the-art plant exclusively for the production of blue cheeses in Las Parejas, Province of Santa Fé.

Context

The category of blue cheeses fell by 10% in the last year, and despite this decline, Bavaria continues to grow, leading the category in both volume and revenue.

The challenge

Redesign the identity of Bavaria and its product line, giving it a more premium and European style that helps to better position the entire category of blue cheese in Argentina.

The project

It is the designer's obligation to know the history of brands and be able to look at their journey and trajectory. Especially when it comes to a leading brand with so many successful decades in the market.

Looking back allows projecting the future and capturing lost identity traits to recover or strengthen the brand's DNA, giving “hierarchy” to the brand to position it where it deserves.

It is also key to look at how the category is and what differentiators the brand has to offer.

With these premises, at Grupo Berro, we work in every stage of our method, reconstructing the Bavaria brand with all its strengths and attributes.

Once we analyzed the brief provided by the client and studied the current situation of the brand and its competition, we carefully examined the history, and together with the client, we also visited the production plant to fully understand the process and the secrets of blue cheese with the hope of finding distinctive traits.

With all that material and a clear idea of what the new design should be, we redrew the logo, recovering the style of the original typography but with very current features. We also revived the image of the girl in the traditional costume, who was part of the symbol for many years and for some reason had been discontinued. Finally, we were struck by the typical molds of blue cheese, so distinctive of the category, and we defined two special colors that we extracted from the true chromaticity of these molds, which we called the true 'blue' colors of blue cheese.

“We found a design that did not reflect the quality of the product. That’s why we decided to recover the gothic typography and the seal of the girl in the traditional costume, as they were part of the brand’s DNA,” explains Gonzalo Berro, adding: “To give them a unique personality, we worked on the packaging with blues inherent to the mold, not chosen from the color palette, and we included the seal of 45 and 75 days of maturation, an important attribute to highlight the quality of the products.”

The result

With all those defined elements, we developed new labels and new packages that showcase, through the design, a renewed brand, much more vigorous that catches attention and asserts leadership in the category. Today, Bavaria presents itself with the elegance and style of a true leading brand.