Calidad Pascual, the new name of Grupo Leche Pascual, is a family company founded in 1969 which offers a wide range of innovative and market-leading food and drink brands.
The new corporate identity is in line with the current reality of the company, as set out by the 2015 Horizon Strategic Plan, and will enable Pascual to successfully position itself in a new competitive, economic and social environment without abandoning its traditional values.
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.
The new identity can be summarised as follows:
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.
What’s more, our challenge has been to provide it with a visual world (type fonts, corporate backgrounds, colours, photographic style, etc.) to accompany it in all points of contact, allowing the brand to act with consistency and rigour. This visual world will help express the values of Calidad Pascual.