Bavaria

Background Bavaria is the leading brand in the blue cheese market of 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 Fe. 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 sales. 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 understand their journey and trajectory, especially when it comes to a leading brand with so many successful decades in the market. Looking backward, one can project the future and capture lost traits of identity in order to recover or strengthen the DNA of the identity, 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 on each stage of our method, reconstructing the Bavaria brand with all its strengths and attributes. Once we analyzed the brief handed to us by the client and studied the current situation of the brand and its competition, we took a good look at the history, and together with the client, we visited the production plant to better understand the process and the secrets of blue cheese, with the hope of finding distinctive traits. With all this 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 tyrolese girl, who had been 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 extracted from the true chromatics of these molds, which we called the true "blue" colors of blue cheese. "We encountered a design that did not reflect the quality of the product. That’s why we decided to recover the Gothic typography and the tyrolese seal since they were part of the brand's DNA," explains Gonzalo Berro, adding: "To give them a unique personality, we worked on the packaging with colors specific to the mold, not chosen from the swatch, and included the seal of 45 and 75 days of aging, an important attribute to highlight the quality of the products." The result With all these defined elements, we developed new labels and new packs that showcase a renewed brand through the design, much more vigorous, capturing attention and affirming leadership in the category. Today, Bavaria presents itself with the elegance and style of a true leading brand.