Xarxa de Productes de la Terra
New branding and communication plan with different phases, milestones, and fourteen actions developed with accessibility criteria
The Xarxa Productes de la Terra is a network of 12 local entities promoted by the Barcelona Provincial Council, bringing together more than 1,000 quality food product companies.
Its aim is to strengthen the business fabric, making it more competitive, sustainable, and appealing to the region.
Communication objectives
The Communication Plan, developed by Medina Vilalta & Partners, aims to address the following objectives: position the Xarxa as a sector benchmark, reinforce the sense of belonging among its companies, increase product demand, and promote gastronomic tourism.
Concept proposal
The proposal is based on a deep appreciation for local products and the involvement of all members of the Xarxa. It highlights care for the environment, proximity, traceability, and sustainability as core values that ensure quality and excellence.
The heart symbol represents this commitment and the connection to the territory, envisioned as an ecosystem of quality and uniqueness. The graphic elements used reinforce this identity and strengthen the bond with the region.
New brand / Brand universe
The preliminary analysis carried out as part of the Communication Plan, along with more than 40 interviews conducted, identified the need to create a brand universe with two distinct dimensions:
Dimension 1: Support brand (Institutional)
Highlights the work of the Barcelona Provincial Council (Management Units) and the regional entities (Councils, Consortia, and Agencies).
Dimension 2: Quality label for producers and manufacturers
A quality mark designed to boost visibility and increase product demand.
The resulting quality seal incorporates and appropriates the word QUALITAT, clearly signalling that the way members of the Xarxa Productes de la Terra work, produce, and craft their goods is governed by strict standards of excellence.