Spanish supermarket chain Eroski has appointed London-based Missouri Creative to develop a new look and feel for the brand following a four-way pan-European pitch.
The brief sees Missouri Creative tasked with creating and complete, flexible communications style that can be applied across all areas of the brand’s communications, from in-store to brochures, print collateral, corporate communications, advertising templates and digital media.
Eroski’s logo and ‘Contigo’ (‘Always with you’) strapline are to remain unchanged with Missouri’s creative platform – ‘Real Food, Real Stories, Real People’ – to sit at the heart of communications. A new suite of brand icons as well as new styles of illustration, photography, typography and colourways are to be introduced.
Carolina Najar Mendivil, marketing director at Eroski, said the company was attracted to Missouri Creative because of its “deep understanding of modern retailing” and its work with similar brands. She added: “In the pitch and since their appointment, they have come up with some fantastic creative concepts that really capture what we want to do as a brand. We are very excited about working together to help bring Eroski’s brand promises and personality to life.”
Stuart Wood, creative partner at Missouri, commented: “Our approach is all about championing the real stories behind the Eroski brand in a way that helps consumers see themselves in the brand. It’s not the shop or the company itself that is important to people – it’s the way Eroski can help them create a great family meal whilst following a healthy lifestyle. Those are the human stories which really matter and which our new communications style will bring to life. Eroski is not the end result; it’s the means to great life experiences.”
The first work from Missouri Creative for Eroski is set to roll out to consumers from February 2015.