Aibo Market
Your trusted partner in crafting high-level culinary experiences
Your trusted partner in crafting high-level culinary experiences
Context
Context
Marsol is a Chilean company with over 60 years of history dedicated to selling professional equipment for culinary sectors (restaurants, catering, hospitality, bakery, laundry, supermarkets, etc.). Throughout its journey, Marsol has built an unmatched quality stamp, synonymous with top-of-the-line products and unbeatable post-sale support. As part of its expansion and digitalization process, the company identified the opportunity to create a new sales channel in the marketplace format to centralize the purchase/sale of culinary supplies.
This project aimed to target underserved segments beyond Marsol’s traditional audience, leveraging the group's quality credentials on a digital platform open to new customers. The challenge was to develop the verbal and conceptual identity of this marketplace: to define what to communicate and how, to create a distinctive brand name, and to craft a narrative that reflected both Marsol’s heritage and the innovative proposal of the new service.
Marsol is a Chilean company with over 60 years of history dedicated to selling professional equipment for culinary sectors (restaurants, catering, hospitality, bakery, laundry, supermarkets, etc.). Throughout its journey, Marsol has built an unmatched quality stamp, synonymous with top-of-the-line products and unbeatable post-sale support. As part of its expansion and digitalization process, the company identified the opportunity to create a new sales channel in the marketplace format to centralize the purchase/sale of culinary supplies.
This project aimed to target underserved segments beyond Marsol’s traditional audience, leveraging the group's quality credentials on a digital platform open to new customers. The challenge was to develop the verbal and conceptual identity of this marketplace: to define what to communicate and how, to create a distinctive brand name, and to craft a narrative that reflected both Marsol’s heritage and the innovative proposal of the new service.
Marsol is a Chilean company with over 60 years of history dedicated to selling professional equipment for culinary sectors (restaurants, catering, hospitality, bakery, laundry, supermarkets, etc.). Throughout its journey, Marsol has built an unmatched quality stamp, synonymous with top-of-the-line products and unbeatable post-sale support. As part of its expansion and digitalization process, the company identified the opportunity to create a new sales channel in the marketplace format to centralize the purchase/sale of culinary supplies.
This project aimed to target underserved segments beyond Marsol’s traditional audience, leveraging the group's quality credentials on a digital platform open to new customers. The challenge was to develop the verbal and conceptual identity of this marketplace: to define what to communicate and how, to create a distinctive brand name, and to craft a narrative that reflected both Marsol’s heritage and the innovative proposal of the new service.
The industry showed resistance to digital transformations despite the growth of e-commerce, which created a gap between the demand for online solutions and the available supply. Cultural analysis revealed that buyers value the absolute certainty that their investments 'pay off' in the long term, while smaller providers desire a showcase with clear rules and expert support. An overlooked human truth emerged: professional kitchens are planned as life projects, making a channel that combines advice, prestige, and ease of purchase a strategic partner and a symbol of belonging to a gourmet community.
The industry showed resistance to digital transformations despite the growth of e-commerce, which created a gap between the demand for online solutions and the available supply. Cultural analysis revealed that buyers value the absolute certainty that their investments 'pay off' in the long term, while smaller providers desire a showcase with clear rules and expert support. An overlooked human truth emerged: professional kitchens are planned as life projects, making a channel that combines advice, prestige, and ease of purchase a strategic partner and a symbol of belonging to a gourmet community.
The industry showed resistance to digital transformations despite the growth of e-commerce, which created a gap between the demand for online solutions and the available supply. Cultural analysis revealed that buyers value the absolute certainty that their investments 'pay off' in the long term, while smaller providers desire a showcase with clear rules and expert support. An overlooked human truth emerged: professional kitchens are planned as life projects, making a channel that combines advice, prestige, and ease of purchase a strategic partner and a symbol of belonging to a gourmet community.
Quick Overview
Quick Overview
Disrupt
With that understanding, the brand essence was defined as: democratizing access to professional equipment and celebrating the passion for great food. The narrative positions Aibo Market as the starting point where great culinary experiences arise, a space that "delivers" because it is backed by decades of technical knowledge. The naming required a brief word, without prior meanings, capable of building its own universe; thus Aibo was born, a sonorous and memorable term to which the descriptor "Market" was added to anchor the commercial function. The tagline Professional kitchen partner reinforces the promise of expert support and showcases the platform as a growth ally.
The visual identity draws inspiration from three sources: the financial solidity of a modern bank, the gastronomic sophistication, and the sensation of everyday luxury. Palette, typography, and composition convey immediate confidence while simultaneously inviting hedonistic enjoyment. The graphic expression goes beyond a logo and manifests as a living system that can scale from a digital prototype to the signage of a distribution center, always with the premise that "life is lived to its fullest" when the kitchen operates perfectly.
With that understanding, the brand essence was defined as: democratizing access to professional equipment and celebrating the passion for great food. The narrative positions Aibo Market as the starting point where great culinary experiences arise, a space that "delivers" because it is backed by decades of technical knowledge. The naming required a brief word, without prior meanings, capable of building its own universe; thus Aibo was born, a sonorous and memorable term to which the descriptor "Market" was added to anchor the commercial function. The tagline Professional kitchen partner reinforces the promise of expert support and showcases the platform as a growth ally.
The visual identity draws inspiration from three sources: the financial solidity of a modern bank, the gastronomic sophistication, and the sensation of everyday luxury. Palette, typography, and composition convey immediate confidence while simultaneously inviting hedonistic enjoyment. The graphic expression goes beyond a logo and manifests as a living system that can scale from a digital prototype to the signage of a distribution center, always with the premise that "life is lived to its fullest" when the kitchen operates perfectly.
With that understanding, the brand essence was defined as: democratizing access to professional equipment and celebrating the passion for great food. The narrative positions Aibo Market as the starting point where great culinary experiences arise, a space that "delivers" because it is backed by decades of technical knowledge. The naming required a brief word, without prior meanings, capable of building its own universe; thus Aibo was born, a sonorous and memorable term to which the descriptor "Market" was added to anchor the commercial function. The tagline Professional kitchen partner reinforces the promise of expert support and showcases the platform as a growth ally.
The visual identity draws inspiration from three sources: the financial solidity of a modern bank, the gastronomic sophistication, and the sensation of everyday luxury. Palette, typography, and composition convey immediate confidence while simultaneously inviting hedonistic enjoyment. The graphic expression goes beyond a logo and manifests as a living system that can scale from a digital prototype to the signage of a distribution center, always with the premise that "life is lived to its fullest" when the kitchen operates perfectly.
Client
Reach
Brand Story
Brand Naming
Branding Design
Profile
Companies
Industry
Retail
E-commerce
