Artisans of the senses
Three years ago Jabu, which produces cured meat from acorn-fed Iberian pigs, embarked on a phase of repositioning with the aim of expanding and establishing itself as a leading brand in the premier cured ham sector.
The challenge was to raise its profile and increase awareness of its produce, and so we initially called on Juan Duyos to design the packaging for a limited edition of barely 100 pieces. Duyos chose the colour pink, unusual in the world of Iberian ham, applying subtle details stamped in gold to emphasise the exclusivity we aimed to convey. This limited edition allowed us to begin building and communicating distinctive values.
Over the last two years the brand has aimed for its own storytelling approach to reach out to foodies and lovers of the finest Iberian ham produce, highlighting the artisanal message, and in late 2019 presenting the Community of Artisans of the Senses.
The idea was to involve artisans from different disciplines, such as designer Daniel Rabaneda; pastry chef Oriol Balaguer and pianist Judith Jáuregui, among others, whose work is entirely manual, creative and of huge quality, as these are likewise the hallmarks for which Jabu stands out.
Meanwhile, alongside the launch of Artisans of the Senses, the new visual identity and packaging design were also presented, in elegant tones of grey.
In the digital area, in order to enhance the brand’s online presence we redesigned the website and the social media profiles in accordance with the new corporate image. We likewise traced out an Always On social ad strategy to extend the reach of the brand’s posts.