AR Studio

The Granja Cibeles branding commission was a bold initiative to modernize the brand’s identity while maintaining respect for its established legacy. Central to this transformation was the redesign of its mascot, leveraging the inherent advantages of character-driven branding in fostering trust, recognition, and engagement.

The project’s primary challenge was to strike a balance between tradition and innovation. Granja Cibeles had an existing identity that resonated with consumers, so the redesign needed to feel like an evolution rather than a complete departure. The objective was to create a heroic, modern mascot that encapsulated the brand’s values of quality, health, and reliability, while also aligning with contemporary cultural influences.

To achieve this, we developed a strong, charismatic character inspired by the popularity of superheroes in Mexico. This modern guardian figure conveyed strength, trustworthiness, and a commitment to quality, making the brand more relatable and engaging for a broader audience. The character’s design was rooted in clean, dynamic lines and bold yet approachable aesthetics, ensuring it remained versatile across different media applications.

Beyond the mascot, we executed a comprehensive overhaul of Granja Cibeles’ media presence, ensuring that packaging, digital assets, and promotional materials were unified under the new identity. The result was a cohesive, refreshed brand system that retained the company’s heritage while making it more relevant, visually appealing, and competitive in today’s market.