El Corte Inglés commissioned us to create a new identity of Aliada, its value brand. The objective was to create a new brand that helps to differentiate this proposal, the low-cost option, from the other El Corte Inglés’ private brands. This project made us accept a double challenge. The objective was to create a brand identity really distinctive that reflected the El Corte Inglés real value proposal.
The first step was to create a structure for the entire brand and the second one to define the common visual style for each category. The design solution carried on a simple, direct and clear packaging.
We established the use of a single font for all categories and the use of only background color. The simple and colorful illustrations reinforce the value brand. El Corte Inglés continues its strategy to transform its private brands. The new Aliada brand is included in it.