Belazu
Beautiful Blue.
Brand Positioning. Creative Strategy. Brand Architecture. Visual Identity. Packaging Design. Copywriting. Brand World. Artwork. Print Management.
Our rebrand for Belazu transforms its identity from a subtle curator-style sign-off to a brand that wants to be noticed. Designed to make sense of the name – a combination of bella and azure, and inspired by the seas and skies of the Mediterranean – the new pale azure colour is a bold move on from the brand’s existing, earthy green. In addition, we’ve helped make sense of the brand’s unique offer of Loved & Trusted Chef-Grade Ingredients and brought clarity and flexibility to its broad product portfolio.
LOVED & TRUSTED CHEF-GRADE INGREDIENTS
Boasting much-loved products but low brand awareness, Belazu needed to define its offer and upweight its brand impact. While the brand’s retail and food service offer had traditionally been separated, our refreshed positioning more boldly celebrated Belazu’s relationship with chefs, leading to the creation of a market proposition of Loved & Trusted Chef-Grade Ingredients, which now features across the whole retail range. By boldly stating that consumers can enjoy exactly the same ingredients that top chefs use in their kitchens, the proposition helps unite both aspects of the business – retail and food service – around a common vision.
A FLEXIBLE PORTFOLIO
As part of the packaging update, we created a new range architecture for the brand’s broad retail portfolio of over 80 SKUs, building three core product pillars inspired by in-depth research into Belazu’s consumers. Rather than a simple good, better, best system, the new architecture recognises the role that each product range plays in its consumer’s life and is designed accordingly with the perfect balance of visual expression and verbal information. While the bold logo and off-white background harmonise the range for clear brand recognition in-store, the experience-based ranges are differentiated by complementary design styles, from simple typography, to expressive illustration, to crafted storytelling.
