Europastry:
Strategy, identity
and brand activation
of one of the world’s
leaders in frozen bakery
products
What we did
Brand strategy
Brand architecture
Tone of voice
Messaging
Visual identity
Packaging
Website design
Copywriting
Born more than 30 years ago as the project of a savvy and relentless entrepreneur with innovation in his DNA, Europastry has evolved to become a key player in today’s global frozen dough business. With 26 plants and 29 sales offices around the world, it sells across more than 80 countries, as the Spanish market leader and the fourth largest company in the world in its sector.
In 2019, coinciding with the 30th anniversary of the company and the incorporation of new companies to the group, it was necessary to make a complete overhaul. Our challenge was to condense the legacy, values and potential of this company into a renewed brand that respects its origins but also embraces the future.
Website Development: Emexs
Creating a strategy
that embraces the past
and envisions the future
Our history with Europastry spans almost a decade, working on projects that have encompassed identity, packaging, communication, strategy and content creation. Developing their new brand strategy was a natural step that followed years of close collaboration.
In this project, we aimed to provide the brand with a clear sense of order, purpose and direction, as well as establishing a model for how the sub-brands relate to the corporate brand. Through a detailed analysis, we pinpointed the key factors that make Europastry unique in its sector and used them as the core of a new platform for the updated Europastry brand.
Europastry’s history has always been defined by an open and ongoing dialogue between the tradition of baking and innovations in mass production. Since these are the forces that have driven the company since its inception, these elements also became central when defining the brand’s purpose: “To create a new culture of baking based on tradition and enhanced by innovation to make people’s lives happier and easier”.
When working on Europastry’s new brand strategy, we aimed to provide the brand with a clear sense of order, purpose and direction, as well as establishing a model for how the sub-brands relate to the corporate brand. Through a detailed analysis, we pinpointed the key factors that make Europastry unique in its sector and used them as the core of a new platform for the updated Europastry brand.
The architecture
of a global brand
As for the architecture strategy, the House of Brands was the brand architecture model chosen. Europastry is the corporate brand, the parent brand, but it’s not reflected in the sub-brands in an obvious way, appearing instead in the background behind its commercial brands, which are the ones that Europastry’s clients and consumers recognise. Therefore, the commercial brands enjoy greater brand recognition and are the real heroes in Europastry’s portfolio.
A brand identity with room
for innovation and a big family
of brands under its umbrella
Since starting working with Europastry, we’ve been making small and subtle updates to its brand identity. But with the new strategic approach, the revamp of the brand identity was something that needed to be addressed. The main challenge when designing the brand identity was the group nature of this company. Europastry’s parent brand has to communicate the corporate brand values and, at the same time, coexist and dialogue in a natural way with the product brands that form its portfolio. For this reason, the weight of the brand identity does not rest solely on the visual side, but also on the verbal side. The tone of Europastry’s messages extends across both the mother brand and its sub-brands, allowing an invisible thread to run through all the group’s identities. The group’s brands may not all look alike, but they all have a common nature that aligns them, in different ways, with the company’s values.
Brand Activation:
From strategic ideas
to solid communication actions.
The brand activation plan allowed us to translate Europastry’s new brand strategy into a meaningful brand experience in order to connect and interact with its audiences. Beyond the identity, we adapted all brand touchpoints such as the communication of the corporate brand and sub-brands, digital and physical environments and, in addition, we created the miniseries “We are bakers”, a tribute to the bakery profession in which renowned bakers from different parts of the world share the values of the profession, the values of Europastry.
