The company Cecinas San Sebastián, led by its founder from the city of Curanilahue, is in an interesting stage of expansion into new markets. This expansion was accompanied by the development and subsequent launch of a new line of products based on preserved pork, ready to take to the plate. Part of our consultancy was to generate a differentiation strategy based on valuing the origin of these products, an intercultural area in the middle of the Nahuelubuta mountain range. To this end, work is being done to add native elements to the preserves and sauces to which endemic products such as murtilla, maqui, changles, digueñes, among others, would be added. All this gastronomic combination would add a more gourmet distinctive character. Something very valued in the new younger consumer, who enjoys gastronomy and is more informed, but who also has less time to devote to the kitchen.
Within the strategy, the design of the corporate brand and naming OINQ was proposed for this new line of canned pork. It was defined that the new brand should be fresh, close and that had native Lafkenche elements of the city of origin. In this way, a naming was developed with a touch of onomatopoeia that placed the emphasis on the playful and friendly spirit, over the visual idea of the flesh. Pastel colours that differentiated the different types of ingredients, wide round and robust letters characteristic of the Mapuche culture, with a naming that alluded to the cute sound, were part of the proposal of this new regional brand in the process of expansion.
