BIO is the new ecological brand of El Corte Inglés. The Spanish retailer needed to create a new brand for its BIO products range. That brand is a new one of the El Corte Inglés Private Brand selection and it is included in the new strategy that pursues a new style of communication with the consumers that reflects the values of the brand and connects with the modern style of life.
The design of BIO included the creation of a common structure focus on the BIO word that reflects the background color and the common visual style and the natural and the organic proposal. To make it more dynamic and to connect with the consumers of today BIO changes its color in any reference.
The result is a packaging that reinforces values as the quality and the brand confidence. The focus on the natural origin is a key element reflected not only on the design but also through the selected uncoated finished printing.
- Paco Adín. Creative Director
- Lourdes Morillas. Account Director
- Susana Seijas. Executive Manager
- Private Label Brand Manager El Corte Inglés.- Jose Antonio Rojano