Izidoro, the Portuguese brand of reference in the delicatessen sector that belongs to the Montalva Group, now presents a new image and proceeds with the segmentation for its range of delicatessen products. Now, the brand features a new logo and a new signature, ‘Somos Criadores’ (We are Creators), which reflects its 100% Portuguese identity, a specialist working the meat. “We made a strategic reflection on the categories and the relationship of the consumers with the brands and felt that this was the moment to start the process of rebranding”, explains the marketing manager of the Montalva Group, as stated in the press release.
Marco Andrade adds that “the strategy was to build a proprietary visual identity and brand architecture that would clearly convey the new positioning that challenged the personality patterns of the categories by reinventing the communication with the consumer on the store shelves and increasing the perceived value of the products, demystifying the dogmas of the category, favoring the origin”.
They also have a new segmentation and is divided into three categories: butchery, delicatessen and grocery. Each of these categories has four different ranges – economic, original, healthy and gourmet – in order to meet the different needs of consumers. Each of the three categories has an embodied expert: Izidoro, the Butcher; Izidoro, the Cured Meat Chopper and Izidoro, the Grocer. These characters are now present on the packaging, to convey the brand’s knowledge of the value chain and design the personality.