‘Aran:
Redefining a gourmet
brand with a Pyrenean
flavour

Founded in 1963, Urtau has long been synonymous with traditional cuisine in the Val d’Aran. We were assigned to create the strategy, naming, identity, and packaging for their new gourmet product line, while positioning it within the premium food market without compromising its essence: a deep respect for family heritage and the origins of homemade recipes.

Our proposal was a name without pretentions that conveys the pride of belonging and that also works as a “denomination of origin”. The new brand reflects the key pillars of the strategy: origin, environment, and tradition.