Avelina is a family company producing oats fresh from the farm to the table, in markets across the globe. Over the years the Libi family grew the personnel, the product line and the mission.
Entering the United States is a different proposition entirely. They came to us to build a brand that reflects who they actually are and makes an American shopper feel invited.
Avelina arrived wanting brand identity, presence and social. Reasonable, and not enough. Entering the US shelf without a structured position means competing on recognition against companies that have had a century to build it.
Going toe to toe with Quaker Oats and Nature Valley on legacy is a fight you lose before the first shelf review. Legacy is their ring. You do not win in someone else's ring.
Enter the field with the fewest competitors and take it first.
Beside the incumbent, in the same aisle, at the same eye level. A new brand does not get a spotlight. It gets four inches of shelf and about a second of attention.
We started where every workshop starts: tone, identity, logo. Several models later we landed on the one that carried it. The orange base represents sunrise over the fields of the farm, and the grain growing out of the I puts the product inside the name.
The result reads as healthy, family and well-being in a single glance, and it gave the rest of the execution somewhere to go: social, website and pitch decks, so the company could phase the old brand out cleanly.
Display cases, marketplace listings, trade stands and retailer co-promotions, all built to the same system so the brand looks the same in a Kehe booth as it does on a Winn-Dixie shelf talker.
The Miami marathon. Recipes built for the meal before a workout. The family in direct conversation with customers rather than behind a corporate account.
Real world presence rather than reach, which is the only kind a challenger can afford and the only kind that earns a second look on the shelf.
From a well-recognised LATAM name to a competitive American brand, in a matter of weeks.
