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Wala and Zerca is a Bright and Bold Private Label Brand

by Jessica Deseo on 02/21/2022 | 4 Minute Read

Grupo Ramos is the leading retail company in the Dominican Republic. It has 70 establishments and about 10,000 workers. It began its trajectory in 1965 and currently has 3 important supermarket brands: La Sirena, Super Pola and Aprezio. For this reason, after years with its own brand FIRST CLASS, Grupo Ramos decided to replace it with two new private brands aimed at satisfying the two main target audiences of the company, offering all kinds of Mass Consumption products (soaps, chips, oil, juices... ) The new brands, for a medium segment (Wala) and for the first price (Zerca), must be able to differentiate themselves in a saturated market by providing their own value propositions. For this reason, without renouncing the attributes of quality and price, positioning will be sought that covers more emotional aspects that can connect quickly and intensely with the consumer.

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Wala brand is the result of the creation of an "allied" brand that makes life easier for its consumers, accompanies them at all times and often surprises them with new products, all with good quality and the most competitive price on the market. All these values can be summarized in a concept capable of encompassing 360 ° of communication "By your side to surprise you".

Editorial photograph
Editorial photograph
Editorial photograph

With this idea in mind and after many analyzes, we created a name based on a spanish popular expression of surprise and that perfectly defines the positioning of this new brand. Wala brand is located in the territory of “awake shopping” and under a value proposition of “Wala is the allied brand that accompanies you to surprise you with new products with a higher quality at the most competitive price in the market”. It talks about surprise, that’s why we create an impressive and carefree Identity, very expressive and direct.

We designed a dynamic logo, which adapts according to the formats where it is applied, interacting with real photographs of the product and which changes color in line with the color of the background of the pack. The typography family (Brice) reinforces the brand's personality and allows to play with volumes and brightness to reinforce that carefree tone. As there is a great variety of products, from the packaging point of view, we were looking for a flexible structure that could be perfectly adapted to each of the formats.

The structure of the packaging is largely conditioned by the logo, which plays a very important role, occupying more than half of the packaging. Depending on the size of the format, it can be applied vertically or horizontally resulting in a consistent brand block.

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The vivid, vibrant and cheerful color palette draws attention on the shelf as the segmentation of the different categories is increased by the use of different color ranges.

Zerca brand is the result of the creation of an "accomplice" brand that offers quality products with a value that fits your pockets. The brand idea "The fair value of the day to day" helped us to pivot communication and through the attributes created of complicity, dedication and closeness (the latter being the promoter of the name) we obtained the new Verbal Identity for the new brand first price: ZERCA. An enabling brand that graphically comes to life in a simple, clean and direct way.

Zerca brand brings you the products you need, it is a smart option in terms of quality and price. Under these arguments we create a Visual Identity that starts from the % symbol, the maximum synthesis of the adjusted value concept, and integrates it both in the logo and in the presentation of the products. Always applied on a white background, we seek to add value to the concept of a white label, in a market in which these product categories are in full expansion. Visually simple and close, each of the references are easily and reliably displayed, without visual traps.

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Editorial photograph

After a few months since its launch, WALA and ZERCA have managed to increase the results of Grupo Ramos under different perspectives: internal commitment, increase in sales in star categories up to 40%, greater rotation of own brands in the different brands, increase in brand awareness and expected preference indexes over the competition.

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The logo has been created with the Cocogose typography and it achieves a very direct and simple reading. The capital letter Z of the brand, plays with the representation of the symbol %. The structure of the packaging is defined with the intention of showing the % symbol indirectly: we find an impressive centered diagonal that allows on one side to present the brand and the name of the product and on the other side the photograph of the product. The range of colors of the packaging, in this case is practically monochromatic except for the photograph of the product, which is the one who provides the color note.

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