Unide
Information about Unide
APPROACH
Unide is a food distribution cooperative with 75 years of experience in the market and 1,300 stores in Spain.
In a highly competitive environment where the major chains are evolving their store models to adapt to new lifestyles, Unide seeks to strengthen its market position, improve its brand recognition, and align its history and potential with an effective, high-visibility strategy.
CHALLENGE
The main challenge was to unite the members under a shared vision and common goals, standardizing the brand experience across all touchpoints without undermining Unide’s key strength: each member’s ability to adapt their services and business to the character of their location and the needs of their customers. The goal was to achieve cohesion and consistency, highlighting the members’ autonomy and a genuine commitment to the neighborhood store model.
SOLUTION
An exhaustive analysis was carried out, including interviews and work sessions, to define a dual strategy: to represent and unify Unide’s team and members, and to strengthen the cooperative’s connection with the end consumer. Based on this strategy, we optimized the brand portfolio and implemented a change in messaging and visual identity to align them with the new objectives.
Much more than a store and its products, a brand that lives the communities in which it is present.
We redefined the cooperative's purpose and vision to align its business fabric, differentiate the customer experience and enhance the value of its product offering.
Closeness, personal bonding and commitment become the keys to change, which included an optimization of its Brand Architecture to contribute to the achievement of connection and efficiency objectives.
The more human face of the distribution sector
Evolution not only supports its partners, but also drives and empowers them as the most relevant figure to reach the end consumer. A strategic key that necessarily implies the recognition of all of them in the brand discourse.
Communicate more and communicate in a focused way. A strategic and realistic verbal and visual evolution
From Strategy, we develop a whole system of flexible graphic solutions that work for the objectives and needs of the brand.
A project designed to be implemented progressively and to boost the future of a company where commitment, service orientation and adaptation have been constant.
"The branding project is strategic for the company and is being developed with the aim of extending Unide brand recognition beyond the proximity environment of our supermarkets, initiating a more direct communication model with the consumer and generating interest in our partners to invest and improve the customer shopping experience in stores."