From an iconic brand of Spanish gastronomy to an international benchmark for contemporary gourmet luxury. That is the leap in perception that aspires to make. Five Jacks with the update of visual identity that has been carried out and the new communication platform that has been presented with the aim of connecting with the new consumer.

The intention of the brand is to present itself as more international and youngerbut maintaining the commitment to quality. It wants to get closer to a consumer who is now looking for brands with purpose and positive impact, as well as experiences that are exceptional and go beyond the conventional, as stated in a statement.

“We have always been the best ham, part of Spain’s gastronomic heritage and in the last decade we have become an icon of Spanish culture in the world”; commented Biljana Maksimovic, Marketing Director of Cinco Jotas. “Now we want to continue evolving to adopt a discourse more in line with our time and trends.”.

To do this, it has promoted a renewal from the packaging or the website to the communication approach. In the process he has worked with six different partners:

• The marketing consultant BMC has defined the territory and positioning of the brand
• The branding and design consultancy Morels has designed the new visual identity
• The creative agency Rocky’s Russian has been in charge of the communication platform
• CNC Studio has designed the website, which has been developed by the technology consultancy Hiberus
• The agency DaGusto has produced the audiovisual content of the product for the web

The new visual identity of Cinco Jotas

As part of the new stage that aims to promote the brand, the visual identity has been updated under a minimalist approach who has sought balance. Thus, the logo opts for a more modern typography, maintaining the 5 and the J, as well as the expression of the brand name, but getting rid of the acorn symbol and the golden outline that framed them.

The color palette has also been renewed and now opts for midnight blue and albero to express sophistication and exclusivity, and also evoke the tradition and craftsmanship of the product. “These new brand colors, along with new geometric and organic shapes, represent the perfect fusion between tradition and innovation, characteristics inherent to the Cinco Jotas ham production process.“, they express from the company.

The expression of the new image

The new image of Cinco Jotas will materialize in the different touch points and products of the brand, as well as in a new visual system. For this, it has also had the collaboration of the artists Pablo Salvaje and Judith Canela and the designers of the Spanish haute couture brand Oteyza.

Oteyza has created the costumes of the master ham cutters, for whom elegance and sophistication has also been sought. They are, as the brand has pointed out, functional pieces that reflect the craftsmanship and prestige associated with Cinco Jotas.

For his part, the artist Pablo Salvaje has contributed to renew the cases for products with artistic pieces and prints that represent, with textures, the essence of the pasture; while Judith Canela has reinterpreted the icons of the brand, simplifying the designs.

In this video published by Cinco Jotas you can see the different elements:

All this aesthetics are reflected in new product packs which Cinco Jotas claims to have designed for “gourmet consumption at home.” These packs respond to the demand for more practical formats for tasting and which are intended to facilitate the consumption experience, also seeking the lowest environmental impact.

“Pure genius”, Cinco Jotas’ new communication platform

Cinco Jotas’ new brand phase, as well as the updated visual identity, are being communicated through a new communication platform, devised by El Ruso de Rocky. It is articulated under the “Pure genius” concept and reflects the essence of the brand. Thus, it highlights attributes such as the natural origin of the product, manual and artisanal work, and the purpose of surprising the world through Spanish gastronomy.

All of this is captured in a “brand film” that is based on the resource of light and the “elf” to convey the message of Cinco Jotas. The details are the protagonists of a piece that seeks to communicate what makes the brand special, unique and unrepeatable.

A new website

Cinco Jotas has also updated its website to make more accessible, flexible and scalable, and is designed to serve as a digital showcase for the brand. Through it, users can purchase products, reserve experiences at the company’s wineries and restaurants, and access informative content about Cinco Jotas’ proposal.