La Vieja Fábrica · Angel Camacho
Savoring success
Overview
Our journey with La Vieja Fábrica has been as sweet as their history. After more than 5 years as their strategic global partner, the brand reached market leadership in value share in 2025. Together, we have redefined their positioning, explored new categories, and shaped their evolution at every touchpoint. From strategy and branding to digital and outdoor campaigns, we have ensured that their authenticity continues intact.
Services
Big idea
Brand architecture
Brand identity
Brand strategy
Communication idea
Communication strategy
Digital activation
Industrial design
Naming
Packaging
Social media content
Social media strategy
Storytelling
Verbal identity
Visual identity
Challenge
La Vieja Fábrica was synonymous with traditional jams, but their growth was limited to this category. The brand needed to expand their horizons without losing touch with their essence, connect with a broader audience, and boost their visual impact on the shelves. The challenge involved transforming the brand, shifting from a rational approach to a more emotional proposition based on authenticity, tradition and craftsmanship.
Proposal
From the outset, we redefined the brand platform and their positioning, which led us to a subtle identity “lifting,” updating the logo and packaging to increase impact while preserving their essence. Over time, we spearheaded their first major innovation beyond jams: Combina con todo. Additionally, we elevated their communications through digital campaigns like Disfruta más and outdoor activations like Sí, son salsas, ensuring that La Vieja Fábrica continues to savour success.
