Gineta

In collaboration with AGR Food Marketing agency we have developed the naming, branding and packaging for a new fruit brand targeted at the domestic market. They grow pears, khakis and saturn peaches.

The name Gineta references the existing fauna from where these fruits are grown, an area between La Vall de Albaida and the La Costera region in Valencia. A genet is a viverrid mammal of some 45 cm long (without the tail), with a slim body, a long snout and white fur on the throat, yellow – brown on the body and black and white rings on the tail.

A very common approach when choosing an animal’s name for a brand is to use an illustration of the animal as a graphic element. In this case, in order to avoid its shape but still make use of the animal, we paid attention to a very special characteristic: the markings on its tail fur. We created a pattern and used it in the different project pieces. For the brand design, a bold, graceful and dynamic typeface (with similar features as the genet) has been used. These same resources have been employed in the packaging, where we have also been in charge of the production.