Osborne
Information on Osborne
ORIGIN
Osborne, one of Spain's most iconic and recognized brands, needs to push the company towards new horizons that will allow it to be more competitive at a business level without losing its proximity to its new audiences. Baud has worked alongside him to accompany him in this transformation of his company through the brand and people.
CHALLENGE
Discovering something very valuable, shaping it and sharing it.
In 1772, a courageous and visionary idea gave birth to a company that is still today a symbol of authenticity, tradition and origin. Since its beginnings, Osborne has strived to masterfully enhance the original quality of everything it offers to people.
STRATEGY
Through the definition of its corporate purpose, Osborne demonstrates its commitment to its sector, to quality and, above all, to people, over time: "we exist so that people can enjoy and share authentic experiences through our brands".
The in-depth work began with a vital research phase to identify not only the essence of the Osborne brand and the internal vision of the business, but also to extract the most relevant insights and trends that would contribute to the organization's momentum and its connection with its new audiences. Thanks to this full understanding of the reality of the Osborne brand and its role in the global context, its strategy and discourse have been optimized without losing its most authentic roots.
Legacy and Future
Osborne has been seeking excellence for 250 years, generation after generation, through all its brands and products. All of this is summarized in a central idea around which the entire brand has evolved and which, in addition, highlights both its long history and its vision: legacy and future.
The incalculable value of authenticity
The strategic work developed for Osborne has been made tangible through a comprehensive redesign of its visual identity. From the modernization of the corporate logo to the creation of a broader visual universe aligned with the new brand strategy and the entire product portfolio.
The graphic resources used, the corporate typefaces, the different photographic styles, the differential and memorable secondary graphics and the new chromatic palette project the dimension of Osborne as a truly relevant and authentic group, yesterday, today and tomorrow.
Verbal universe
Another essential element in the updating of the Osborne brand has been the definition and definition of its verbal identity. Through the use of its own linguistic resources, we have shaped the discourse and verbal style that the company should use in its internal and external communication actions in order to optimally project its personality, seeking a balance between its legacy and its future aspirations through each message.
Thomas Osborne Mann
Letters written by Thomas Osborne Mann himself have been recovered and integrated into the brand without losing its most authentic roots. A brand that speaks of its history, its know-how and a legacy that can only be acquired with years and years of experience.
To build the corporate layout, a flexible layered system has been created to generate a multitude of compositions under the same structure.
This declinable system allows the brand to express itself both corporately and through its products. In addition, a corporate signature system has been developed for the communication of each product to reinforce the link between Osborne and its sub-brands. In short, a modern and flexible system that responds to an ever-expanding product portfolio.
The whole identity has been transferred to the digital environment through a new website, now focused as an e-commerce. A more experiential and aspirational website in which the brand is enhanced by communicating its entire history and, at the same time, its different products.
The Osborne brand is adapting to the digital environment, projecting its size and future aspirations without forgetting its great legacy.
Innovation and legacy: the new dimension of Osborne's spaces
The idea of the Legacy and Future brand defines the atmosphere of Osborne's spaces. They are the materialization of the authenticity and expertise that brings its historical weight, but also of the commitment and visionary spirit of a company that always moves forward.
A cozy and intimate space, but also aspirational and detailed.
A glass of passion, culture and tradition
Through all the work done, Osborne is now a more experiential brand that values the history and legacy of the brand while looking to the future to adapt to the new times by connecting with new consumers and society.
A familiar, prestigious and authentic brand that, through its strategic, verbal and visual expression, is more differentiated than ever at all its points of contact.
"Humility for us is fundamental and we learned a lot from Baud, his criticisms and advice are crystallizing in the change plan."
"In our case, it would have been impossible to carry out a rebranding without a partner like Baud. The expertise they have is key to the success of such a process".
"An example of activating the idea of 'Legacy and Future' is the tradition of the Jabugo creation process, which can innovate in a ready-to-eat pack."
"Before, the corporate brand was a corporation. Now we are working on it as another brand, we are promoting projects and actions that support it and leaving aside other projects that move away from it".
"The new brand also makes it possible for us to embrace new product categories and younger audiences."
"Baud's team made sure that in addition to 5J, Nordés... the employees felt part of Osborne."