Polenghi®, which has been on the market for nearly 80 years, understood the importance of consolidating its position in the market and trusted CBA B+G to draft a clear vision, based on a solid architecture that could rescue the brand’s essence and redefine the role of its various product lines. The end result of this effort is an inspiring repositioning, expressed in the evolution of the brand’s entire verbal and visual identity, as well as in the birth of Polenghi A Queijaria® (formerly Sélection) in the fine cheese segment.
“We are very happy with the results. We rescued the brand values as well as our histor, and we built our mission based on “nurturing memories of affection”. All of that guided us to the new packaging, new brand strategy and communication.” – Tatiane Brandão, Polenghi, marketing director
Cheeses made of memories
After months of consumer immersion through online diaries, mini-group activities and quantitative research, we captured a simple, yet powerful insight: the enormous affection people have for the brand. For many Brazilians, Polenghi® is a symbol of childhood, which is totally unique in this category, bringing to mind memories around the table and special moments with family. We rescued this emotional bond to define the essence of the brand: cheeses made of memories.
Solid strategy, structured offering
We used Brand Pulse®, our proprietary methodology, to translate this essence into solid positioning, with the clear purpose of “nurturing memories of affection”, allied with a unique personality, as inspiring as it is demanding. Next, we teamed up with Polenghi® and consumers during two intense days in which we structured the offerings, creating a portfolio that connects the brand’s attributes with consumer needs.
Out of this new organization Polenghi A Queijaria® (“Cheese Factory”, formerly Sélection) was born, with the mission of making the universe of special cheeses more accessible, with unique and uncomplicated products.
We used Brand Pulse®, our proprietary methodology, to translate this essence into solid positioning, with the clear purpose of “nurturing memories of affection”, allied with a unique personality, as inspiring as it is demanding. Next, we teamed up with Polenghi® and consumers during two intense days in which we structured the offerings, creating a portfolio that connects the brand’s attributes with consumer needs.
Out of this new organization Polenghi A Queijaria® (“Cheese Factory”, formerly Sélection) was born, with the mission of making the universe of special cheeses more accessible, with unique and uncomplicated products.
The evolution of the brand's entire identity
The repositioning is expressed in the evolution of the brand’s entire identity. First, we reimagined the brand’s way of communicating, with affectionate messages and a tone that reflects the brand’s personality. We created a new seal that highlights the brand’s essence. The logo has taken on a new meaning with modern lines and the inclusion of elements that point to the brand’s history. The shield, a symbol of tradition, is now used as a graphic element used to share meaningful memories. New fonts help to give a feeling of familiarity.
After defining the new visual identity, we developed the new packaging system e renewed the full portfolio (parent and sub brands). ensuring that the products are transmitting the brand’s affectionate essence in a powerful and consistent way.
We used Brand Pulse®, our proprietary methodology, to translate this essence into solid positioning, with the clear purpose of “nurturing memories of affection”, allied with a unique personality, as inspiring as it is demanding. Next, we teamed up with Polenghi® and consumers during two intense days in which we structured the offerings, creating a portfolio that connects the brand’s attributes with consumer needs.
Out of this new organization Polenghi A Queijaria® (“Cheese Factory”, formerly Sélection) was born, with the mission of making the universe of special cheeses more accessible, with unique and uncomplicated products.
Polenghi A Queijaria®
This was a strategic and transformative work, which allowed an iconic brand to find its purpose, consolidating the unique territory it occupies in the market, by highlighting the relevance of its history and products in the lives of thousands of Brazilians.
