Gropo Leche Pascual is one of Spain's leading dairy companies, best known for the eponymous milk brand Leche Pascual. Yesterday, January 14, it announced that it had renamed itself Calidad Pascual and unveiled an evolved corporate identity. It is accompanied by the slogan Tú, nuestra razón de ser ("You, our reason for being"). Everything was developed with Barcelona-based agency Columna Brand Strategy & Colors.
The new name removes the word leche ("milk") and replaces its with calidad ("quality)", reflecting a broader product portfolio that goes beyond milk. Taking an evolutionary approach, the main shapes and colours of the old identity have been retained and refreshed. The old-fashioned uppercase lettering has been replaced by a friendlier lowercase name. Columna has also selected typefaces and developed backgrounds and imagery to create a holistic identity.
From Columna's case study:
"The new brand represents the two main guiding principles behind Pascual: Quality, seen as an all-encompassing and integrated aspect, and people as its primary concern.
Calidad Pascual is thus consolidating its position as a leading company associated with the concept of quality in its broadest sense, allowing it to stay by people's side throughout their lives, looking after their health, nutrition, quality of life and wellbeing through its leading food and drink products.
The new corporate identity respects and at the same time provides a visual evolution of the previous brand, which is well-recognised and one of the reasons for the company's success. It also strengthens Pascual in the new environment, highlighting its values and goals."
Corporate brand video:
A "making of" video:
"At your side. The uppercase letters of the previous logo have been replaced with lowercase letters to make it more friendly and approachable, modernising its image and harmonising its structure.
Consistency. A natural evolution of its predecessor, the new image has kept the distinctive colourful mix of yellow and red as an expression of the light, warmth and passion which defines its identity. Calidad Pascual is moving into the future without losing its essence.
Openness. The opening up of its shapes also represents Calidad Pascual's desire to open up to people; to life. Dynamic, optimistic and honest, with renewed hope, it has shed its former rigidity and has a friendlier appearance.
Soundness. As an umbrella of leading brands in the food and drink market with a focus on health and nutrition, the brand has adopted the values of soundness, sobriety and reliability required by these products, with the necessary flexibility to take in other brands in the future.
More than just milk. Calidad Pascual is much more than just milk. And its new brand reflects this. Removing the word "milk" from the brand affords it the opportunity to take in new products, new brands and new challenges. Everything is possible."
Press release (archive)