Guimarpeixe is a business that sells deep-frozen products. With over 20 years of knowhow, its products are mainly geared towards the Portuguese market, its main customers being the large national distributors. The internationalisation of the brand has come naturally. Its main export markets are Spain, France, Switzerland, Germany, Luxembourg, Belgium, Netherlands and United Kingdom, above all among the Portuguese ex-pat community.
The Guimarpeixe strategy involved, on the one hand, modernising a local brand, endowing it with a more global and competitive personality in the industry. On the other hand, it would be necessary to create a new brand, which represented its core products, but adopting an international approach.
In an initial phase, the brand went through a rebranding process, to promote proximity and relationships with the national target audience. This change in turn led to a new identity adapted to the various marketing tools used by the brand (packaging, catalogues, stands, vehicle motifs), and the natural evolution of the online communication channels, such as the website and the social networks. In this second phase, a brand was created specifically geared towards the international market, Aqualusa, aimed at transmitting the prestige and tradition of the Mediterranean diet beyond borders.