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From Price-Driven Communication to Content Identity: A Real Retail Case Study

A content strategy and art direction designed to bring the values of a historic Girona brand into the digital environment: quality, proximity, and trust.

Description

For Novavenda, we developed a new visual direction for social media, focused on strengthening the brand’s identity and building a more contemporary, recognisable communication style adapted to the digital environment.


The goal was to place the product at the heart of the communication without losing what makes Novavenda distinctive: its selection of quality brands, proximity, and the trust it has built over the years.


Through a distinctive art direction and a new audiovisual content approach, we created an image capable of connecting with the brand’s existing audience while also bringing Novavenda closer to new generations.
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Novavenda is a supermarket chain with roots in Girona, built around product quality, proximity, and a carefully curated selection of brands.

What we did at VILAX

Sector

Novavenda Supermercats

CHALLENGE

Standing out among major supermarket chains without losing the essence of a local brand

In a sector dominated by major chains and communication heavily focused on price and promotions, Novavenda needed to build a distinctive visual territory that would help the brand stand out on social media.

The brand had a long-standing history and clearly defined values, but needed to translate them into a more contemporary language aligned with digital codes, without losing touch with the customers who already knew and trusted it.


The challenge was to create a visual universe where the product took centre stage while ensuring that every piece of content was instantly recognisable as Novavenda, while also connecting with a younger audience.

SOLUTION

A more contemporary visual direction that puts the product centre stage

We developed a new art direction based on product-focused studio photography, combined with solid-colour backgrounds and graphic elements linked to Novavenda’s identity. The result is a clean, carefully crafted aesthetic that highlights the details, origin, and characteristics of each product.


To bring a more personal and dynamic dimension to the communication, we also introduced a recognisable face into the brand’s audiovisual content: someone who could present products, explain their qualities, and build a more direct relationship with the community.


By combining photography, design, and audiovisual content, we created a more flexible and contemporary communication style while consistently maintaining Novavenda’s distinctive visual codes and brand values.
Novavenda Supermercats
Novavenda Supermercats

Results

A recognisable brand in the digital space

The new communication approach helped build a more distinctive and consistent visual identity, tailored to social media.


Novavenda has preserved the essence it has built over the years — proximity, quality, and trust — while translating it into a contemporary language capable of connecting with different generations.


A communication strategy that goes beyond competing on price, reinforcing an idea that is much more closely tied to the brand’s positioning: the confidence of knowing you’re making the right choice.
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Want your brand to stand out on social media too?

At VILAX, we help established brands transform their identity and communication to adapt to new channels without losing what makes them recognisable. We create visual strategies and content designed to showcase products, differentiate brands, and connect with new audiences.
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