The common thread between generations of Canarians
In the heart of the Canary Islands, Clipper has been more than just a beverage brand, it's been the liquid weaving between the Canary Islands for generations. With its distinctive spirit, Clipper has evolved into a cultural touchstone, accompanying islanders through their daily lives, family gatherings, friendships made on sun-drenched beaches, and the quiet moments that define island living.
CHALLENGE
In a rapidly evolving social landscape, characterized by the risk of cultural dilution and loss of traditional values and young generations seeking brands that align with contemporary values, Clipper faced a crucial strategic imperative: How to honor its role as a beloved local brand while evolving to meet contemporary expectations and responsibilities. The challenge was multifaceted:
Cultural preservation: maintain and celebrate authentic Canarian identity, traditions, and ways of life in an increasingly globalized context.
Environmental Leadership: take active responsibility for protecting the islands' natural heritage, particularly its marine ecosystems and unique flora.
Generational Bridge: create meaningful connections between traditional values and modern aspirations.
Brand Evolution: update the brand's visual identity without losing its essential character and recognition.
SOLUTION
We repositioned Clipper as the connecting thread between generations of Canarians: "ser hilo conductor entre generaciones de Canarios." This strategic shift enables the brand to operate on multiple levels:
- As the trusted friend who's always been there.
- As the guardian of local traditions and environmental responsibility.
- As the bridge between past heritage and future aspirations.
- As the catalyst for meaningful social connections.
VISUAL IDENTITY
The visual transformation strategy was built on four key pillars:
Color Heritage & Evolution: reclaiming and amplifying Clipper's iconic ocean blue as the core brand color and creating product-specific color variations that maintain brand coherence while celebrating individual personality.
Dynamic Design Language: expanding the signature flag design with contemporary visual codes and creating a visual system that feels both familiar and fresh.
Typography & Visual Hierarchy: implementing an ascending logotype that symbolizes growth and optimism. Also fixing some mistakes of the older logotype, improving its harmony, ensuring a better legibility while maintaining visual interest.
Packaging Innovation: designing a packaging system that stands out on shelf and creating a strong family look across different products and formats.
Consequently, the visual identity serves multiple functions:
- Bridges traditional recognition with contemporary appeal.
- Creates strong shelf presence and brand blocking.
- Communicates both fun and responsibility.
- Maintains the brand's iconic status while pushing it forward.
"Clipper's transformation isn't about changing who they are, but about revealing who they've always been, now dressed in the language of tomorrow"
