"Much remains to be done to improve branding in this sector"

So far, this Valencian company has had the opportunity to collaborate with producers who sell their own products both domestically and in the international market.

"We work with a wide range of customers, from small businesses to institutions, and this entails a wide variety of assignments. For the food industry in particular, we have carried out global projects, ranging from a brand's naming to the design of logos, stationery and corporate websites, as well as the packaging of its products. We are very analytical and try to understand your business idea and your products so that, based on that information, we can enhance the concept to the fullest and establish a strategy on which to build the entire project," she affirms. 

According to Cristina Toledo, there are no specific guidelines for any particular sector.

"We would talk about general guidelines, and a good starting point is to clearly know who you are, what objectives you want to achieve, what markets you want to reach, etc. For example, if you're going to become an exclusive brand for the domestic market, or you otherwise intend to sell to the European, Asian or American market. These are different contexts with different codes. It is not the same to create a brand designed for the Chinese market than one that is only for the domestic market. This is something that wine companies have been doing for many years; they change the label of the same wine depending on the market where the product is shipped."

Gathering all the information possible is essential before starting any project, and with all this information we have a clear basis on which to start working on a strategic concept.

"In our case, whenever we start developing a brand or working on another project, we maintain continuous contact with our clients during the process, as we consider their participation vital for its success."

"A whole lot remains to be done in the fruit and vegetable sector when it comes to branding issues," states Cristina Toledo. "While it is true that many in the sector are beginning to understand the importance of a good design, when we visit fairs we see that investments are going to design, but there is a lack of criteria. We often hear 'Mr X has done this, so I will copy it,' and, maybe, that won't be the best strategy for your business and you'll need something else, because your audience maybe is different. And also, as in all sectors, there are good and bad designs."