The sandwich chain Pans & Company wants to strengthen its positioning in Spain, and to do so it has developed a transformation process over the last year aimed at a more experiential restaurant model and connection with consumers. The renovation has involved multiple aspects of the business, from updating the menu and incorporating new services, to updating the establishments, packaging and visual identity.

With this, the Catalan company, which began its activity in the early 90s and belongs to the Ibersol Group, consolidates the beginning of a new brand stage. This includes the simplification of its name, so that it will change its name from Pans & Company to Pans, with the intention of building a closer and more direct relationship with consumers.

The change is carried over to the logo, which maintains the essence of the brand by retaining some characteristic elements, such as the recognizable yellow color or the square figure, which have now been revised under a fresher and more modern approach. The new image changes black for dark green and opts for typography with rounded shapes.
Just as they transfer from the brand to reason.WhyDue to internal policy, Pans has preferred not to share those of agencies and partners that have participated in the project.

The new image, however, has been seen over the last few weeks on the brand’s social networks and digital channels. With the intention of generating expectation and notoriety, it has gradually shared the renovation process of one of its premises and has advanced the different changes in its proposal. He has done it with both real-image videos and others created with artificial intelligence in which he has given life to a sandwich or simulated outdoor advertising actions.

In our country, the new identity has been officially launched in its restaurant in Plaza de Urquinaona, in Barcelona; the first of the company that opened its doors in 1991 in Spain. The space has reopened, after a period of remodeling, with a more contemporary design characterized by minimalist lines, bright colors and a clearer and more balanced aesthetic.
As they have shared on social networks, the design and architecture studio GAC 3000 has been in charge of shaping the brand’s new establishments.

As explained by Pans in a statement, the design of the premises has sought to create a bright, friendly and current atmosphere, for which natural-inspired materials have been combined with modern lighting and the integration of technological elements, such as self-service points.
In Portugal, the Portimão location has been the first to be updated.

The brand has unveiled the new aesthetic in an event that included the participation of consumers, influencers and content creators. It has offered a sample of the products it has launched in recent months to renew its menu, which now includes new sandwiches, salads, drinks, accessories, desserts and pastries; and has presented its new services, such as table delivery, Self Order kiosks or free refills of its new range of drinks, made with natural fruits and herbs without added sugar. The company has also renewed employee uniforms.

The Plaza de Urquinaona location is an example of what Pans aims to offer in its restaurants throughout Spain: meeting points that elevate the experience and designed for all audiences. However, the brand places special focus on a young and urban audience, whom it aims to conquer with a renewed proposal so that they act as prescribers among the rest of the targets.
The brand will progressively implement the transformation in the rest of its restaurants in Spain and Portugal.

The new stage of Pans is accompanied by the claim “The rest can wait”, which conveys the brand’s invitation to consumers to take advantage of every moment and enjoy the experience it now offers with renovated spaces and a revised gastronomic proposal. As explained in the statement, the renewal reflects the commitment to quality, innovation and a more careful presentation to connect with the new consumer.

“This rebranding represents much more than an image change. It is the natural evolution of a leading brand that understands how consumer habits are changing and decides to anticipate with a more current and flexible proposal.“; explained Antonio Pinto Sousa, President of the Ibersol Group. “We have opted for a new restaurant concept designed for a more demanding consumer, who seeks quality, but also environment, service and connection with the brand. We want this new Pans to continue to be a benchmark in the market, not only for offering the best gastronomic offer, but for its ability to generate a relevant and authentic experience for our customers.”.