Nutribén
Nutre lo más grande (Nurturing What Matters)
In a constantly evolving market, Nutribén (the pioneering Spanish brand in infant nutrition with over 60 years of history) sought to modernize its positioning to regain relevance and leadership. Our challenge was to reimagine its brand strategy, establishing a deeper connection with new generations of parents and caregivers while preserving its commitment to quality and child wellbeing.
To achieve this ambitious mission, our work was structured in three key phases:
1.Brand analysis to understand Nutribén’s market position and audience perceptions.
2.Brand strategy redefinition to align with competitive pressures and modern consumer expectations.
3.Creation of a visual and verbal style guide that reflects Nutribén’s renewed values and vision.
Brand Analysis: Expertise Alone Isn’t Enough
Before defining the new positioning, we needed a deep understanding of the brand’s current situation.
Through extensive research (including stakeholder interviews, emerging trend analysis in infant nutrition, and evaluation of market perception) we uncovered key insights.
Nutribén was widely seen as a traditional brand closely linked to pharmacies, which limited its potential to expand into new consumption spaces.
Further, we identified shifts in consumer expectations: today’s parents prioritize brands that embody naturalness, sustainability, and transparency in children’s nutrition.
These insights shaped the roadmap for transforming Nutribén into a more relevant, approachable, and contemporary brand.
Spanish Healthy Lifestyle: The Brand Territory
The evolution of Nutribén required a brand territory that connected with family aspirations without losing its essence. This gave rise to the Spanish healthy lifestyle concept — a brand universe blending the authenticity of the Mediterranean diet with contemporary values such as balance, trust, and warmth.
A New Brand Essence That Guides Everything
The tagline “Nutre lo más grande” (“Nurturing What Matters”) encapsulates Nutribén’s purpose: to promote children’s health through safe, balanced, and conscious nutrition. This core idea informs both the new visual and verbal identity, crafted to communicate trust, closeness, and innovation.
A Comprehensive Brand Guide for Teams and Agencies
Nutribén’s next chapter needed a visual and verbal expression that lived up to its purpose. We developed an identity that clearly conveys the brand’s essence: an expert, approachable, and thoughtful partner in holistic child wellbeing. Under the “Nutre lo más grande” tagline, we distilled the brand’s core values — care, connection, trust, and an integrated approach to infant nutrition.
This vision is materialized in a brand guide that strategically articulates all visual and communication elements. More than a technical document, this guide is a tool that enables consistent expression of Nutribén’s personality across every touchpoint, ensuring recognition and differentiation in a highly competitive environment.
