Pascual Corporation is a holding which collects all businesses owned by the Pascual family including Pascual Quality. It is a brand representing the entrepreneurial spirit of a family striving to succeed. One which reflects a new and global concept of quality, understood as the daily commitment to provide value and wellbeing to people in an ethical and sustainable way. Pascual Corporation is more than a holding. It is a new way of approaching quality as a value, and translating it to all aspects in life.
Our multi-tiered challenge involved defining a brand strategy in alignment with the client’s corporate strategy. Including the articulation of a brand positioning and value proposition with a new visual and verbal identity, expressed in a brand that would foster corporate culture and become a value-generating agent. We had to build a brand with a long term vision and develop a coherent implementation across all brand executions. The new brand for Pascual Corporation distills the essence, values, history and philosophy of this family of business entrepreneurs. It conveys the vitality of a solid brand, coherent with the diversity of companies it encompasses, always open to new experiences.
Positive. The curved lines reveal the positive and vital character of the brand. Balanced out by integrating with a square shape communicating solidness, harmony, and professionality.
Vital. The color red transmits the vitality that defines the corporation, and gives continuity to the Pascual brand. Combined with yellow, it suggests quality and entrepreneurial vision.
Close. The modern and contemporary typography is warm, personal, and yet flexible enough to adapt to other brands in the architecture.
The slogan synthethizes the corporation’s main goal. Through its companies, products, services and social actions, Pascual wants to bring an essential touch of quality to people’s lives.Pascual Corporation’s brand architecture determines the role and reach of each one of its brands as well as the relationships between them in terms of their verbal and visual expression. The role of all related brands is to reinforce the positioning of the corporate brand, highlighting its essence and giving it meaning.