Value in one word. When you have a valuable name, things seem to have their own splendour. In one short word, value expresses even more than what it states. With a word like this that becomes a brand means happy days in terms of communication, you just have to make the most of them.
A brand that glitters. In 2016, Vale developed a new segment: a selection of high-quality products that marketing experts define as premium. Are we going to use the same description? No. So, the challenge was to find another word and a and a new visual identity for the specialities.
Full of value. Our approach was to try to reinforce a word that already glitters. And this led to Val’Or. Thanks to a well-placed apostrophe, Vale becomes a valley of gold, a place full of value.
| Vale is the brand of Selex GC, Italy’s third largest large-scale retail operator, with more than 3,000 supermarkets and affiliated outlets. |