Eroski Alimenta lo que piensas.
Still feeding the way we think about food.
30% of the fake news circulating online is about food. Without good information, a good approach to eating is impossible. Because information shapes what we think. What we think shapes what we eat. And what we eat shapes our bodies, our health, and the planet’s. It also shapes our economy and many other local and family economies.
Through information, we’ll know how to choose products that don’t waste plastic. Through information, we’ll pick the fruit that’s in season. And through information, we can avoid food waste. Because only through information can we have a conscious, healthy, social and sustainable relationship with food. Information feeds what we think, and what we think feeds a better world. That’s why we should feed the way we think about food.
That was the story we built back then, and two years later we have evolved both its graphic and narrative identity and its application across its different formats. A project tailor-made for the brand. We rewrote its story in line with an updated way of looking at food.
We drew inspiration from different foods to create a visual language built from organic lines and shapes. We evolved that visual language into a unique, inspiring typeface that reflects the brand’s freshness and dynamism — food-based, fresh and fun.
We reinforced the personality of Alimenta Lo Que Piensas with a palette of warm, energetic colors, brushstrokes drawn from nature and from its own foods.
Now, two years on, #AlimentaLoQuePiensas is much more than a content platform. It is an initiative that, through information and content, seeks a positive, transformative impact on its environment. With a personality of its own, revitalized.
And to launch this restyling, we created an activation (which we cover in a separate case study, given its strategic importance): Infoodencers. A documentary series about young talents who want to transform the future through food.
Because what we think feeds us too. Let’s feed the way we think about food.
“Zorionak! The super-positive comments are already pouring in. People are REALLY loving it.
