Flor de Esgueva, brand of the Lactali GroupA leading brand in the Spanish market for sheep's milk cheeses, begins a new phase with the update of its brand identity and product range architecture carried out by Little Buddha Agency.
Renowned for its 100% sheep's milk recipe and premium positioning, Flor de Esgueva has established itself as a classic. However, the commercial strength of its Viejo range compared to the Añejo range highlighted the need to strengthen segmentation and clarify the value proposition within its portfolio.
In this context, the brand has undertaken a strategic redefinition process with a dual objective: to strengthen its iconic product and enhance its higher value range, facilitating the consumer's understanding of the offer and increasing its impact at the point of sale.
The project begins with a comprehensive analysis of the brand's positioning and its main assets, identifying the sheep milk as its key differentiating element. From there, we have proactively worked on the evolution of the logo and visual language to build a simpler, more coherent and contemporary identity, while maintaining the link with tradition.
Among the main changes, the elimination of visual elements with low connection capacity—such as the reference to the castle—stands out in favor of a iconography more direct and meaningful, with the sheep as the central protagonist. Likewise, the color system has been redefined to reinforce the coherence of the range, with a more distinctive copper for Viejo and the introduction of gold codes for the premium reference, creating a clearer hierarchy between the ranges.
In parallel, the product architecture through the evolution of the naming, transforming Añejo into Gran Reserva to make its superior character more intuitive and facilitate its identification. The logo has also been updated, with a Master Cheesemaker Reinterpreted from a more aspirational perspective of a 20th-century character, but not medieval, and more aligned with the actual production processes, highlighting key gestures such as oiling the cheese.
This evolution allows Flor de Esgueva to reinforce its positioning as a benchmark brand in the premium and super premium segment.
