La Sirena needed to redefine its positioning and shopping experience to respond to new consumer needs. Shifts in cooking and eating habits called for a change in focus, that balances functionality and a passion for cooking. This global project required rethinking the brand image, portfolio architecture, and in-store experience.

We freshed the brand with a new colour palette, updated typography, and a more stylized icon, shedding its supermarket connotation. A key element was establishing a continuous dialogue between packaging and the retail experience. We naturalised the point of sale by bringing the new colour palette into the interior design and integrating warm materials like wood, bamboo, and ceramics, alongside fish-scale inspired flooring, that is at the same time a subtle nod to hydraulic modernist tiles. The redesign completely restructured the spaces, creating a smoother, more pleasant shopping experience.

The new ecosystem puts the customer at the centre, using a flexible approach to attract both existing consumers and younger audiences. We introduced new categories based on the target, including conventional platforms like Kids or Premium and innovative concepts like Los Imprescindibles or Listísimos. Each category has its own graphic universe and brand tone, consistently centred on consumer needs. The goal was to align products with different lifestyles enhancing their value and improving their perception.