Artisans of the Sea

Background

“The story of Artesanos del Mar is one that touches the heart. When Gonza Gamero, a close friend of one of my sons, asked me to have Grupo Berro design his identity and told me how they started, where they are today, and what their ideas for the future were, I immediately said yes,” comments Gonzalo Berro.

Artesanos del Mar is a family of entrepreneurs dedicated to selecting the highest quality catch in the market and bringing it to the public with transparency, innovation, and a deep conviction to give their best. They apply low-temperature preservation technology to maintain the nutritional qualities and freshness of the fish and seafood they offer, avoiding the impact of strong odors.

Everything began on a trip to Puerto Madryn in 2002. Lucio Gamero, father of Gonza and Pancho, decided to travel there to escape the complications of his job caused by the crisis of 2001. Strolling along the local beaches, he saw how the fishermen woke at dawn with limited resources to dive for the best shellfish in the bay, of a size he had never seen in his life. He named them "the artisans of the sea."

Excited by the taste and quality of that catch, Lucio began to share the catch of the “artisans of the sea” with his family, friends, and acquaintances. Upon receiving positive feedback, he saw the possibility of developing a company around the quality of that catch, which was specially selected by those men who knew the sea so well.

“Artesanos del Mar” began to expand through effort and commitment to quality. Lucio's children joined the company's vision, which was to bring high-quality catch, without strong odors, selected as if the recipient were not an anonymous customer, but their own family. “We do this as a family, for families…” states Lucio, the creator of the brand.

Today, 20 years later, Artesanos del Mar is a company that honors quality through selected catch and pays tribute to the spirit of those first artisans in Puerto Madryn.

Development

As with every project we undertake at Grupo Berro, the initial stage of our method “the approach” is the foundation of our work's success. We visited various sales points, went to the factory to see the real processes of packaging and production, and held several conversations with the Artesanos team to gain insight into the brand's DNA.

This gave us a clear diagnosis; the previous identity had completed its cycle, failing to represent the quality of the products offered by Artesanos del Mar and was very outdated.

With all the learnings, we developed different design alternatives for the client to choose a new identity for the brand. All the variants respected the blue and white that were characteristic of the company.

We also worked on the design of the store. We defined materials and textures that would provide an identity that invites customers of Artesanos del Mar to enter their stores to purchase their products.

For the exteriors, we designed simple canopies with high visibility of the brand; we also developed projecting signs and defined a series of conceptual photographs that we created to decorate part of the windows. Inside, we defined the layout and designed special furniture to be distinctive and a clear reference to the identity.

We also carried out the photography for the brand's communication on social media with a style of imagery that aligns with the new identity. We defined a new claim that summarizes the company's expertise and created a brand book that gathers the visual identity and the tone of voice of the company.

Results

The change is evident; it is a before and after. Today, the identity of Artesanos del Mar appears renewed. It reflects, through the image it projects, the quality of the products they offer and will undoubtedly aid in the expected growth of this entrepreneurial family.