Unide
Information on 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 large 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 and notorious strategy.
CHALLENGE
The main challenge was to unify the partners under a common vision and objectives, homogenizing the brand experience at all points of contact, without affecting Unide's key strength: the ability of each of them to adapt their services and business to the idiosyncrasies of the place and the needs of their customers. The objective was to achieve cohesion and coherence, while valuing the autonomy of the partner and the genuine commitment to a proximity store model.
SOLUTION
An exhaustive analysis was conducted that included interviews and work sessions to define a dual strategy: to represent and unify the Unide team and partners, and to increase the cooperative's connection with the end consumer. Based on this strategy, we optimized the brand portfolio and executed a change in the discourse 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."