The brand needed to grow, so an analysis in order to improve was made.
The original logotype was a spanish guitar and a little fork, followed by the name “Rumbanroll” (meaning Rumba and Rock’n’roll).
Analyzing the brand, it was considered that there were aspects to improve in order to make it work better: The logo and the naming were too much redundant on music concepts. The main values of the brand had to be redefined and we proposed to focus them on healthy food, casual essence from the Barceloneta popular culture and good vibes.
The new strategy for the identity was centered on achieving an informal tone of voice in the communication, redesigning the main typography, introducing a second one that worked well with the first one, and looking for a series of illustrations with a modern and casual style.
New promotional elements were developed according to the new visual identity guidelines.