{"id":1128,"date":"2026-07-24T19:45:05","date_gmt":"2026-07-24T17:45:05","guid":{"rendered":"https:\/\/dlab.barcelona\/uncategorized-en-us\/discovery-case-%c2%b7-amandin\/"},"modified":"2026-09-18T19:52:16","modified_gmt":"2026-09-18T17:52:16","slug":"discovery-case-%c2%b7-amandin","status":"publish","type":"post","link":"https:\/\/dlab.barcelona\/en\/discovery-cases-2\/discovery-case-%c2%b7-amandin\/","title":{"rendered":"Discovery Case \u00b7 Amand\u00edn"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\" style=\"font-size:26px\">When a category is no longer in question,  <\/p>\n\n<p class=\"wp-block-paragraph\" style=\"font-size:26px\">All brands end up looking alike.<\/p>\n\n<p class=\"wp-block-paragraph\" style=\"font-size:26px\"><br\/>How Amand\u00edn decided to blaze his own trail.<\/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\">Customer and sector<\/h2>\n\n<p class=\"wp-block-paragraph\">Categories also develop conventions. Over time, certain colors, images, and words end up defining how a product must be presented in order to be recognized as part of a market. <\/p>\n\n<p class=\"wp-block-paragraph\">Amand\u00edn is a brand specialising in organic food and plant-based drinks. When our collaboration began, more than twenty years ago, the visual language of the sector was dominated by earth tones, greens, illustrations and references to cultivation and nature. It was a widely accepted visual communication, but it also made many brands end up resembling each other.  <\/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 of the problem<\/h2>\n\n<p class=\"wp-block-paragraph\">We had to build a brand capable of growing without being diluted: gaining visibility, incorporating new references and accompanying Amand\u00edn's expansion while maintaining a recognizable, coherent and differential identity.<\/p>\n\n<p class=\"wp-block-paragraph\"><br\/>We began to break with the traditional codes in the first powder formats, still within a very small niche. The transition to brick allowed that decision to acquire scale, presence on the shelf and ability to order an increasingly wide range. <\/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>First approximations of the image.<\/em><\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-tension-detectada\" class=\"wp-block-heading\">Voltage Detected<\/h2>\n\n<p class=\"wp-block-paragraph\">The category associated the ecological with a certain aesthetic. Breaking that language implied taking a risk. <\/p>\n\n<p class=\"wp-block-paragraph\"><br\/>The question was clear: could an organic brand communicate with the same level of demand, sophistication and clarity as any other benchmark brand on the mainstream market?<\/p>\n\n<p class=\"wp-block-paragraph\"><br\/>On a shelf where all the packaging shared earth tones, greens and illustrations, a white carton with a colour photograph represented much more than an aesthetic decision. It was a strategic decision. It entailed a different positioning and a new way of communicating the value of an organic product.  <\/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>Pilot tests for various references<\/em><\/p>\n\n<h2 id=\"h-diagnostico-dlab\" class=\"wp-block-heading\">Diagnosis Dlab_<\/h2>\n\n<p class=\"wp-block-paragraph\">The consumer didn't need any more signs that the product was organic. That was demonstrated by the certifications and the ingredients. They needed to perceive more clearly why this was a better choice.  <\/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\">Strategic decision<\/h2>\n\n<p class=\"wp-block-paragraph\">The most valuable strategic decisions usually require the courage to question what everyone takes for granted. Betting on a visual language different from that of an entire category requires conviction, a long-term vision and the ability to sustain that decision over time. Amand\u00edn's management decided to take that risk.  <\/p>\n\n<p class=\"wp-block-paragraph\">The strategy consisted of building its own visual language. The white and colour photography of the ingredients, already present in the powder formats, was consolidated, giving rise to an image deliberately far from the language to which the eco consumer was accustomed. <\/p>\n\n<p class=\"wp-block-paragraph\">On the shelf, the photographs were completed from one carton to the next. Each container worked separately, but together they completed a larger image.<br\/>The brand began to build its own and differential presence capable of growing and evolving coherently for years. <\/p>\n\n<p class=\"wp-block-paragraph\">The uniqueness of the carton was also recognised outside the company: Tetra Pak requested permission to include it in one of its yearbooks of featured packaging.<\/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\">Verbal, visual and perceptual results<\/h2>\n\n<p class=\"wp-block-paragraph\">Amand\u00edn began to occupy its own territory within organic food: a natural and accessible brand, as well as clear, contemporary and sophisticated.<\/p>\n\n<p class=\"wp-block-paragraph\">The change transformed perception. Amand\u00edn began to be recognized for its own way of presenting the product. <\/p>\n\n<p class=\"wp-block-paragraph\">Identity accompanied the brand's growth for nearly two decades without losing consistency, even as ranges, markets and touchpoints increased.<\/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\">Materialization of the strategy<\/h2>\n\n<p class=\"wp-block-paragraph\">A strategy proves its value when it can evolve without losing its essence.<\/p>\n\n<p class=\"wp-block-paragraph\">The language was consolidated and transferred to a wide diversity of packaging, campaigns, catalogs, international fairs, commercial communication, presentations, export materials, extending to all the brand's points of contact.<\/p>\n\n<p class=\"wp-block-paragraph\">The last major evolution once again questioned the codes of the category. The cartons incorporated part of the production process and tasting notes developed together with a professional sommelier. The organoleptic properties: flavour, texture, aroma, intensity, persistence and personality helped to understand the differences between references and made the choice a more informed and gastronomic experience.  <\/p>\n\n<p class=\"wp-block-paragraph\">The applications were changing. The criterion remained. <\/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\">Case learning<\/h2>\n\n<p class=\"wp-block-paragraph\">Categories evolve when someone dares to question their conventions.<br\/>Brands that last are those that find their own way to express what makes them valuable.<\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\" style=\"font-size:26px\">Sometimes innovation is about making the world<\/p>\n\n<p class=\"wp-block-paragraph\" style=\"font-size:26px\">Look at a product in a different way again.<\/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\">Internal links to related services<\/h2>\n\n<p class=\"wp-block-paragraph\">\u00b7 Brand repositioning  <\/p>\n\n<p class=\"wp-block-paragraph\">\u00b7 Brand positioning<\/p>\n\n<p class=\"wp-block-paragraph\">\u00b7 Visual identity  <\/p>\n\n<p class=\"wp-block-paragraph\">\u00b7 Packaging system  <\/p>\n\n<p class=\"wp-block-paragraph\">\u00b7 Brand Narrative  <\/p>\n\n<p class=\"wp-block-paragraph\">\u00b7 Creative direction  <\/p>\n\n<p class=\"wp-block-paragraph\">\u00b7 Corporate communication  <\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When a category is no longer in question, All brands end up looking alike. How Amand\u00edn decided to blaze his own trail. Customer and sector Categories also develop conventions. Over time, certain colors, images, and words end up defining how a product must be presented in order to be recognized as part of a market. [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":1129,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"class_list":["post-1128","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-discovery-cases-2"],"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>Discovery Case \u00b7 Amand\u00edn<\/title>\n<meta name=\"description\" content=\"When a category is no longer in question, All brands end up looking alike. How Amand\u00edn decided to blaze his own trail. Customer and sector Categories also . Revelamos el valor real de lo que has construido. Para que tus clientes lo vean como t\u00fa lo ves.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dlab.barcelona\/en\/discovery-cases-2\/discovery-case-%c2%b7-amandin\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Discovery Case \u00b7 Amand\u00edn\" \/>\n<meta property=\"og:description\" content=\"When a category is no longer in question, All brands end up looking alike. How Amand\u00edn decided to blaze his own trail. Customer and sector Categories also . Revelamos el valor real de lo que has construido. Para que tus clientes lo vean como t\u00fa lo ves.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/dlab.barcelona\/en\/discovery-cases-2\/discovery-case-%c2%b7-amandin\/\" \/>\n<meta property=\"og:site_name\" content=\"dlab_ Atelier de Branding\" \/>\n<meta property=\"article:published_time\" content=\"2026-07-24T17:45:05+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-18T17:52:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/amandin.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"500\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Laura\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Laura\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/dlab.barcelona\\\/en\\\/discovery-cases-2\\\/discovery-case-%c2%b7-amandin\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/dlab.barcelona\\\/en\\\/discovery-cases-2\\\/discovery-case-%c2%b7-amandin\\\/\"},\"author\":{\"name\":\"Laura\",\"@id\":\"https:\\\/\\\/dlab.barcelona\\\/en\\\/#\\\/schema\\\/person\\\/b79d58ec8c66aa960bb7d03e0ff6337a\"},\"headline\":\"Discovery Case \u00b7 Amand\u00edn\",\"datePublished\":\"2026-07-24T17:45:05+00:00\",\"dateModified\":\"2026-09-18T17:52:16+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/dlab.barcelona\\\/en\\\/discovery-cases-2\\\/discovery-case-%c2%b7-amandin\\\/\"},\"wordCount\":735,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/dlab.barcelona\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/dlab.barcelona\\\/en\\\/discovery-cases-2\\\/discovery-case-%c2%b7-amandin\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/dlab.barcelona\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/amandin.jpeg\",\"articleSection\":[\"Discovery cases\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/dlab.barcelona\\\/en\\\/discovery-cases-2\\\/discovery-case-%c2%b7-amandin\\\/#respond\"]}],\"copyrightYear\":\"2026\",\"copyrightHolder\":{\"@id\":\"https:\\\/\\\/dlab.barcelona\\\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/dlab.barcelona\\\/en\\\/discovery-cases-2\\\/discovery-case-%c2%b7-amandin\\\/\",\"url\":\"https:\\\/\\\/dlab.barcelona\\\/en\\\/discovery-cases-2\\\/discovery-case-%c2%b7-amandin\\\/\",\"name\":\"Discovery Case \u00b7 Amand\u00edn\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/dlab.barcelona\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/dlab.barcelona\\\/en\\\/discovery-cases-2\\\/discovery-case-%c2%b7-amandin\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/dlab.barcelona\\\/en\\\/discovery-cases-2\\\/discovery-case-%c2%b7-amandin\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/dlab.barcelona\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/amandin.jpeg\",\"datePublished\":\"2026-07-24T17:45:05+00:00\",\"dateModified\":\"2026-09-18T17:52:16+00:00\",\"description\":\"When a category is no longer in question, All brands end up looking alike. 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