AMC Group

Getting the best out of the brand

Brand strategyBrand ArchitectureVisual identityPackagingCommunication

AMC GROUP, third largest Spanish food company in international sales, with a presence on five continents and more than 3000 employees around the world, is a leading company in fruit and natural drinks with high added value. Their pillars are innovation, health, naturalness and sustainability.

In their bid for the permanent optimization of their resources, they requested a complete review of one of their brands in order to find new opportunities for growth.

ZÜ is a Venture Brand, exclusive to the Eroski Group but without direct reference, characterised by top shelf positioning. It currently boasts a wide range of over 40 juices with innovative flavours and a variety of fruit.

Strengthening the emotional bond

We began with a thorough audit of the brand, its extensive portfolio, an analysis of the market and its customers. This enable us to set its DNA as the basis for what would be a new stage, with a complete renewal of its portfolio and its visual identity.

The success of any brand is linked to the level of customer engagement. We strengthened the brand’s emotional bonds by identifying the main need states in each range, encouraging the identification of specific brand territories. As such, factors such as pleasure, adventure, belonging, health, etc. actively contributed to the arrangement of the portfolio. Territories were prioritized on authenticity, honesty, taste and attention to detail. Each of these represented the basis for creative development.