After 10 years of activity, Crapeva is looking for a qualitative leap in its brand strategy. New times mean that the real positioning of the company is far from the brand image it conveys in the different media in which it operates. With an anachronistic -and almost non-existent- visual and verbal identity, the challenge was to build a new image with a coherent, recognizable and credible discourse under the parameters set in its marketing objectives in line with its national expansion.