For over 50 years, La Casera has been a prominent beverage and food brand on Spanish tables. A brand linked to a product: soda. Today, it occupies a special place in the hearts of both young and adult consumers, triggering nostalgic reflections on their childhood and the times gone by.
The brand is intimately linked with summer, family get-togethers, and village festivities—a lively essence that truly comes alive when mixed with wine, now famously known as "tinto de verano" (red wine of summer), its most acclaimed beverage.
La Casera, in a deliberate yet unhurried manner, has embarked on a transformative journey, introducing novel flavors and formats to captivate the market. The objective is clear: to establish a connection with the newer generations.
The brand is intimately linked with summer, family get-togethers, and village festivities—a lively essence that truly comes alive when mixed with wine, now famously known as "tinto de verano" (red wine of summer), its most acclaimed beverage.
La Casera, in a deliberate yet unhurried manner, has embarked on a transformative journey, introducing novel flavors and formats to captivate the market. The objective is clear: to establish a connection with the newer generations.
Our vision is to return to our roots, to the warmth of homes, and to the joy of shared moments. We aim to breathe life into the product by crafting an experience: La Callejera.
This involves exploring the lesser-known corners of Spain, infusing them with effervescence. We seek to build a bridge between the past and the present, immersing the essence of our brand into Paradores Nacionales, creating an atmosphere that mirrors our reality—living with all five senses, rediscovering the true essence of life.
In this transformative setting, we aspire to turn paradores into spaces where we dance to the rhythm of memories, with music as the common ground connecting generations. It's a place where we indulge in delicious food, savor the local flavors, championing homegrown gastronomy and KM0. We draw inspiration from the art that envelops us, actively participating in the evolution of our brand: engaging our senses in an immersive experience.
Project: Laia Charles, Ana Pérez & Greg Rodríguez
Supervised by Jordi Belil, Paola Cirelli
This was the final project for the first period of our Master on Branding in Elisava Design School / Barcelona, Spain.
