Artesanos del Mar

Background "The story of Artesanos del Mar is one that inspires. When Gonza Gamero, a close friend of one of my sons, asked me to design their identity at Grupo Berro and told me how they began, 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 fish from the market and bringing it to the public with transparency, innovation, and a deep commitment to giving their best. They apply low-temperature preservation technology to preserve the nutritional qualities and freshness of the fish and seafood they offer, avoiding the impact of the strong odor. It all began on a trip to Puerto Madryn in 2002. Lucio Gamero, father of Gonza and Pancho, decided to travel there to rest from the complications of his job, which were caused by the 2001 crisis. While strolling along the beaches, he saw how fishermen would wake up at dawn to dive with scarce resources and catch the best mollusks from the bay, of a size he had never seen in his life. He named them "the artisans of the sea." Excited by the flavor and quality of this catch, Lucio began sharing the catch from the "artisans of the sea" with his family, friends, and acquaintances. In response to the positive feedback, he saw the possibility of developing a company around the quality of this catch, which was specially selected by those men who knew so much about the sea. "Artesanos del Mar" began to expand through effort and commitment to quality. Lucio's children joined the company's vision, which consisted of bringing high-quality fish, 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 brand's creator. Today, 20 years later, Artesanos del Mar is a company that honors quality through selected fish and pays tribute to the spirit of those first artisans in Puerto Madryn. Development Like every project we undertake at Grupo Berro, the initial stage of our method "the approach" is the foundation of successful work. We visited various points of sale, went to the factory to see the real processes of packaging and preparation, and held several conversations with the Artesanos team to delve into the brand's DNA. This gave us a clear diagnosis: the previous identity had completed a cycle, it did not represent the quality of products that Artesanos del Mar offers 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 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 Artesanos del Mar customers to enter their shops to buy their products. For the exteriors, we designed simple awnings with high visibility for the brand, we also developed protruding 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 characteristic and a clear reference to the identity. We also carried out the photography for the brand's communication on social media with an image style in line with the new identity. We defined a new claim that summarizes the company's expertise and created a brand book that brings together the visual identity and tone of voice of the company. Results The change is noticeable; it is a before and after. Today, the identity of Artesanos del Mar is renewed. It reflects the quality of the products they offer from the image it projects and will undoubtedly help the growth expected by this entrepreneurial family.