{"id":1107,"date":"2026-07-24T19:45:05","date_gmt":"2026-07-24T17:45:05","guid":{"rendered":"https:\/\/dlab.barcelona\/uncategorized-ca\/cas-de-descoberta-%c2%b7-amandin\/"},"modified":"2026-09-18T19:52:11","modified_gmt":"2026-09-18T17:52:11","slug":"cas-de-descoberta-%c2%b7-amandin","status":"publish","type":"post","link":"https:\/\/dlab.barcelona\/ca\/discovery-cases\/cas-de-descoberta-%c2%b7-amandin\/","title":{"rendered":"Cas de descoberta \u00b7 Amand\u00edn"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\" style=\"font-size:26px\">Quan una categoria ja no est\u00e0 en q\u00fcesti\u00f3,  <\/p>\n\n<p class=\"wp-block-paragraph\" style=\"font-size:26px\">Totes les marques acaben semblant-se.<\/p>\n\n<p class=\"wp-block-paragraph\" style=\"font-size:26px\"><br\/>Com l'Amand\u00edn va decidir obrir el seu propi cam\u00ed.<\/p>\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 id=\"h-cliente-y-sector\" class=\"wp-block-heading\">Client i sector<\/h2>\n\n<p class=\"wp-block-paragraph\">Les categories tamb\u00e9 desenvolupen convencions. Amb el temps, certs colors, imatges i paraules acaben definint com s'ha de presentar un producte per ser reconegut com a part d'un mercat. <\/p>\n\n<p class=\"wp-block-paragraph\">Amand\u00edn \u00e9s una marca especialitzada en aliments ecol\u00f2gics i begudes d'origen vegetal. Quan va comen\u00e7ar la nostra col\u00b7laboraci\u00f3, fa m\u00e9s de vint anys, el llenguatge visual del sector estava dominat per tons terra, verds, il\u00b7lustracions i refer\u00e8ncies al cultiu i la natura. Era una comunicaci\u00f3 visual \u00e0mpliament acceptada, per\u00f2 tamb\u00e9 va fer que moltes marques acabessin semblant-se entre elles.  <\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-contexto-del-problema\" class=\"wp-block-heading\">Context del problema<\/h2>\n\n<p class=\"wp-block-paragraph\">Hav\u00edem de construir una marca capa\u00e7 de cr\u00e9ixer sense diluir-se: guanyant visibilitat, incorporant noves refer\u00e8ncies i acompanyant l'expansi\u00f3 d'Amand\u00edn mantenint una identitat reconeixible, coherent i diferenciada.<\/p>\n\n<p class=\"wp-block-paragraph\"><br\/>Vam comen\u00e7ar a trencar amb els codis tradicionals en els primers formats de pols, encara dins d'un n\u00ednxol molt petit. La transici\u00f3 al ma\u00f3 va permetre que aquesta decisi\u00f3 adquir\u00eds escala, pres\u00e8ncia a la prestatgeria i la capacitat de demanar una gamma cada cop m\u00e9s \u00e0mplia. <\/p>\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" data-id=\"962\" src=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin-caldo-de-verduras-1024x1024.jpg\" alt=\"\" class=\"wp-image-962\" srcset=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin-caldo-de-verduras-1024x1024.jpg 1024w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin-caldo-de-verduras-980x980.jpg 980w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin-caldo-de-verduras-480x480.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" data-id=\"960\" src=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin-caldo-de-pollo-1024x1024.jpg\" alt=\"\" class=\"wp-image-960\" srcset=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin-caldo-de-pollo-1024x1024.jpg 1024w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin-caldo-de-pollo-980x980.jpg 980w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin-caldo-de-pollo-480x480.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/figure>\n<\/figure>\n\n<p class=\"wp-block-paragraph\"><em>Primeres aproximacions de la imatge.<\/em><\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-tension-detectada\" class=\"wp-block-heading\">Tensi\u00f3 detectada<\/h2>\n\n<p class=\"wp-block-paragraph\">La categoria associava l'ecol\u00f2gic amb una certa est\u00e8tica. Trencar aquest llenguatge implicava assumir un risc. <\/p>\n\n<p class=\"wp-block-paragraph\"><br\/>La pregunta era clara: podria una marca org\u00e0nica comunicar-se amb el mateix nivell de demanda, sofisticaci\u00f3 i claredat que qualsevol altra marca de refer\u00e8ncia al mercat generalista?<\/p>\n\n<p class=\"wp-block-paragraph\"><br\/>En una prestatgeria on tots els embalatges compartien tons terra, verds i il\u00b7lustracions, una caixa blanca amb una fotografia en color representava molt m\u00e9s que una decisi\u00f3 est\u00e8tica. Va ser una decisi\u00f3 estrat\u00e8gica. Va implicar un posicionament diferent i una nova manera de comunicar el valor d'un producte ecol\u00f2gic.  <\/p>\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"980\" height=\"1024\" data-id=\"965\" src=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin-escamas-de-coco-2-980x1024.jpg\" alt=\"\" class=\"wp-image-965\" srcset=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin-escamas-de-coco-2-980x1024.jpg 980w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin-escamas-de-coco-2-480x502.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, 100vw\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"992\" height=\"1024\" data-id=\"966\" src=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin-escamas-de-coco-992x1024.jpg\" alt=\"\" class=\"wp-image-966\" srcset=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin-escamas-de-coco-992x1024.jpg 992w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin-escamas-de-coco-980x1012.jpg 980w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin-escamas-de-coco-480x496.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 992px, 100vw\" \/><\/figure>\n<\/figure>\n\n<p class=\"wp-block-paragraph\"><em>Proves pilot per a diverses refer\u00e8ncies<\/em><\/p>\n\n<h2 id=\"h-diagnostico-dlab\" class=\"wp-block-heading\">Diagn\u00f2stic Dlab_<\/h2>\n\n<p class=\"wp-block-paragraph\">El consumidor no necessitava m\u00e9s senyals que el producte era ecol\u00f2gic. Aix\u00f2 es demostrava amb les certificacions i els ingredients. Necessitaven percebre m\u00e9s clarament per qu\u00e8 aquesta era una millor opci\u00f3.  <\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-decision-estrategica\" class=\"wp-block-heading\">Decisi\u00f3 estrat\u00e8gica<\/h2>\n\n<p class=\"wp-block-paragraph\">Les decisions estrat\u00e8giques m\u00e9s valuoses solen requerir el coratge de q\u00fcestionar all\u00f2 que tothom d\u00f3na per fet. Apostar per un llenguatge visual diferent del d'una categoria sencera requereix convicci\u00f3, una visi\u00f3 a llarg termini i la capacitat de sostenir aquesta decisi\u00f3 al llarg del temps. La direcci\u00f3 d'Amand\u00edn va decidir assumir aquest risc.  <\/p>\n\n<p class=\"wp-block-paragraph\">L'estrat\u00e8gia consistia a construir el seu propi llenguatge visual. La fotografia en blanc i color dels ingredients, ja presents en els formats de pols, es va consolidar, donant lloc a una imatge deliberadament allunyada del llenguatge al qual el consumidor ecol\u00f2gic estava acostumat. <\/p>\n\n<p class=\"wp-block-paragraph\">A la prestatgeria, les fotografies es completaven d'una caixa a l'altra. Cada recipient funcionava per separat, per\u00f2 junts completaven una imatge m\u00e9s gran.<br\/>La marca va comen\u00e7ar a construir una pres\u00e8ncia pr\u00f2pia i diferenciada, capa\u00e7 de cr\u00e9ixer i evolucionar de manera coherent durant anys. <\/p>\n\n<p class=\"wp-block-paragraph\">La singularitat de la caixa tamb\u00e9 va ser reconeguda fora de l'empresa: Tetra Pak va sol\u00b7licitar perm\u00eds per incloure-la en un dels seus anuaris d'embalatges destacats.<\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-resultado-verbal-visual-y-de-percepcion\" class=\"wp-block-heading\">Resultats verbals, visuals i perceptius<\/h2>\n\n<p class=\"wp-block-paragraph\">Amand\u00edn va comen\u00e7ar a ocupar el seu propi territori dins l'alimentaci\u00f3 ecol\u00f2gica: una marca natural i accessible, aix\u00ed com clara, contempor\u00e0nia i sofisticada.<\/p>\n\n<p class=\"wp-block-paragraph\">El canvi va transformar la percepci\u00f3. Amand\u00edn va comen\u00e7ar a ser reconegut per la seva pr\u00f2pia manera de presentar el producte. <\/p>\n\n<p class=\"wp-block-paragraph\">La identitat va acompanyar el creixement de la marca durant gaireb\u00e9 dues d\u00e8cades sense perdre consist\u00e8ncia, fins i tot quan les gammes, mercats i punts de contacte augmentaven.<\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-materializacion-de-la-estrategia\" class=\"wp-block-heading\">Materialitzaci\u00f3 de l'estrat\u00e8gia<\/h2>\n\n<p class=\"wp-block-paragraph\">Una estrat\u00e8gia demostra el seu valor quan pot evolucionar sense perdre la seva ess\u00e8ncia.<\/p>\n\n<p class=\"wp-block-paragraph\">El llenguatge es va consolidar i traslladar a una gran diversitat d'embalatges, campanyes, cat\u00e0legs, fires internacionals, comunicaci\u00f3 comercial, presentacions, materials d'exportaci\u00f3, estenent-se a tots els punts de contacte de la marca.<\/p>\n\n<p class=\"wp-block-paragraph\">L'\u00faltima gran evoluci\u00f3 va tornar a q\u00fcestionar els codis de la categoria. Les caixes incorporaven part del proc\u00e9s de producci\u00f3 i les notes de tast es desenvolupaven juntament amb un sommelier professional. Les propietats organ\u00f2lptiques: sabor, textura, aroma, intensitat, persist\u00e8ncia i personalitat, van ajudar a entendre les difer\u00e8ncies entre refer\u00e8ncies i van fer que l'elecci\u00f3 fos una experi\u00e8ncia m\u00e9s informada i gastron\u00f2mica.  <\/p>\n\n<p class=\"wp-block-paragraph\">Les sol\u00b7licituds estaven canviant. El criteri es mantenia. <\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-aprendizaje-del-caso\" class=\"wp-block-heading\">Aprenentatge de casos<\/h2>\n\n<p class=\"wp-block-paragraph\">Les categories evolucionen quan alg\u00fa s'atreveix a q\u00fcestionar les seves convencions.<br\/>Les marques que perduren s\u00f3n aquelles que troben la seva pr\u00f2pia manera d'expressar all\u00f2 que les fa valuoses.<\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\" style=\"font-size:26px\">De vegades, la innovaci\u00f3 consisteix a crear el m\u00f3n<\/p>\n\n<p class=\"wp-block-paragraph\" style=\"font-size:26px\">Torna a mirar un producte d'una altra manera.<\/p>\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"577\" src=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin-bricks-1024x577.jpg\" alt=\"\" class=\"wp-image-909\" style=\"width:1024px;height:auto\" srcset=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin-bricks-980x552.jpg 980w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin-bricks-480x270.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/figure>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"735\" src=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin-nota-de-cata-1024x735.jpg\" alt=\"\" class=\"wp-image-910\" srcset=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin-nota-de-cata-980x703.jpg 980w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin-nota-de-cata-480x344.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/figure>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin_brand-1024x683.jpg\" alt=\"\" class=\"wp-image-911\" srcset=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin_brand-980x654.jpg 980w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin_brand-480x320.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/figure>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin_brand3-1024x683.jpg\" alt=\"\" class=\"wp-image-912\" srcset=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin_brand3-1024x683.jpg 1024w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin_brand3-980x654.jpg 980w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin_brand3-480x320.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/figure>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"681\" src=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin_brand4-1024x681.jpg\" alt=\"\" class=\"wp-image-913\" srcset=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin_brand4-980x652.jpg 980w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin_brand4-480x319.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/figure>\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin_brand5-1024x683.jpg\" alt=\"\" class=\"wp-image-914\" style=\"aspect-ratio:1.5000190861549032;width:1026px;height:auto\" srcset=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin_brand5-980x653.jpg 980w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/Amandin_brand5-480x320.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-enlaces-internos-a-servicios-relacionados\" class=\"wp-block-heading\">Enlla\u00e7os interns amb serveis relacionats<\/h2>\n\n<p class=\"wp-block-paragraph\">\u00b7 Reposicionament de la marca  <\/p>\n\n<p class=\"wp-block-paragraph\">\u00b7 Posicionament de marca<\/p>\n\n<p class=\"wp-block-paragraph\">\u00b7 Identitat visual  <\/p>\n\n<p class=\"wp-block-paragraph\">\u00b7 Sistema d'embalatge  <\/p>\n\n<p class=\"wp-block-paragraph\">\u00b7 Narrativa de marca  <\/p>\n\n<p class=\"wp-block-paragraph\">\u00b7 Direcci\u00f3 creativa  <\/p>\n\n<p class=\"wp-block-paragraph\">\u00b7 Comunicaci\u00f3 corporativa  <\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quan una categoria ja no est\u00e0 en q\u00fcesti\u00f3, Totes les marques acaben semblant-se. Com l&#8217;Amand\u00edn va decidir obrir el seu propi cam\u00ed. Client i sector Les categories tamb\u00e9 desenvolupen convencions. Amb el temps, certs colors, imatges i paraules acaben definint com s&#8217;ha de presentar un producte per ser reconegut com a part d&#8217;un mercat. Amand\u00edn [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":1108,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[26],"tags":[],"class_list":["post-1107","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-discovery-cases"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Cas de descoberta \u00b7 Amand\u00edn<\/title>\n<meta name=\"description\" content=\"Quan una categoria ja no est\u00e0 en q\u00fcesti\u00f3, Totes les marques acaben semblant-se. Com l&#039;Amand\u00edn va decidir obrir el seu propi cam\u00ed. Client i sector Les . Revelamos el valor real de lo que has construido. 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