The brief was to create the name, identity and brand positioning
for the new gourmet foodhall Experiencia Gourmet in Mexico’s leading
department store, El Puerto de Liverpool.
The appreciation of gourmet food is rapidly growing amongst Mexico’s emerging middle class and Experiencia Gourmet combines several eating venues where consumers can experience gourmet food prior to in-home consumption.
Reflecting a pleasurable, sociable gathering, the narrative identity
unites an intriguing mix of creatures and icons, to form the marque of
Experiencia Gourmet. The marque visually unravels throughout the foodhall
with a unique element dedicated to each venue.
The brand now accounts for a daily 14–35% of total store sales. This compares
to a previous average figure for Liverpool gourmet food halls of 2%.