PepsiCo Design & Innovation (USA)
Project Title: Alvalle Redesign
Client or Class Name: PepsiCo - www.pepsico.com
Alvalle is Spain’s leading gazpacho brand, delivering an experience that evokes homemade freshness and authenticity. One of the foundational pillars of the Mediterranean diet is the consumption of simple whole foods and raw vegetables. Gazpacho is a traditional staple of the Mediterranean diet and is made with fresh and raw high-quality vegetables, which results in a delicious product. Alvalle partners with local Andalusian farmers to source fresh seasonal ingredients, crafting gazpachos using recipes that were passed down through generations. Every person in the Alvalle family contributes their expertise to create authentic gazpacho that delivers an uncompromised taste experience.
In need of a visual expression that matched its status as the category branded leader, Alvalle sought to elevate the story of its fresh, premium ingredients to compete with the abundance of gazpacho brands emerging in markets outside of Spain. We looked to a contemporary approach for the brand that fit with its innovative personality and brought to life the harmonious blend of fresh ingredients. The vibrant red represents the passion and commitment of the brand and the logo mark evokes the bravado and heritage of Spanish culture.
The Alvalle redesign captures the essence of Spain by crafting a design language around the artistry of our local ingredients and its transformation into our unparalleled chilled soups. These elements culminate in a brand with enough confidence to be a global purveyor of gazpacho. Previously, Alvalle suffered from an overabundance of messaging and a fragmented look and feel. The team harnessed the opportunity to simplify the brand message to a concise conversation centered around the delightful experience of gazpacho that could translate on a global scale.
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