CASE STUDY
How VALSAN takes care of brand image
Photo by Osvaldo Savinon
INDUSTRY
Retail
LOCATION
South Florida, USA
VALSAN INC.
The VALSAN brand
VALSAN owner, Ruben Sanchez, had 3 children, who later grew to work in the family business and expand the retail store to 7 chain locations in South Florida. With the help and support of his wife and three daughters, Valdes was able to grow his business from a strip mall kiosk to over 150,000 square feet of retail space. There now are VALSAN locations in Flamingo, Perrine, Kendall, Westchester, Flagler, Hialeah, Miami, and next to the Miami International Airport.
SOLUTION
VALSAN’s solution
VALSAN wanted a rebrand for their 1984 logo that brought them to the modern day, without changing the colors too much from the original.
We agreed that a brand refresh, with a slight change on colors and typography, was appropriate to provide the update they needed while remaining recognizable to their current market.
VALSAN has increased their growth rapidly with the strength, help, and support of family. Therefore, having their family values as priority representation, rather than the affordability of their service, is essential for safeguarding brand integrity and consistency. By establishing these values into the logo icon, VALSAN’s rich history is now part of their stronger brand values.
Fundamental brand consistency is expanded upon and strengthened by collateral design. Business cards, monthly product page design, directional store signage, and outdoor building signage were redesigned to support VALSAN’s brand refresh.
EXECUTION
A Brand Refresh
The refresh aimed to subdue the immense saturation of the original logo as well as the commonality of the font choice. The most recognizable element (the “V”) was emphasized to be adapted to outputs such as attention-grabbing outdoor retail signage, packaging, and the VALSAN website’s favicon.
The original logo depicts a white knock-out “V” within 3 circles of color. The circles are modernized into spheres, using a trending gradient that supports the newly emphasized “V.” Each sphere represents a member of the founding family.
Logotype
The original logo uses Arial Black, and the new logo uses Gotham Black. The new logo also incorporates their slogan, which translates to “Those who come, never leave!”
Colors
Each color has been modified slightly to improve visibility on mobile and desktop devices.
VALSAN Inc. Logo Redesign by Victoria Zade
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Work commissioned through Fantasea Media
client case studies
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