- Brand Communication, Brand Development, Brand Environment, Brand Identity, Retail Experience, Store Design
Connecting with purpose to the modern hospitality business
Dialsur is a leading Spanish food and beverage cash and carry serving small business owners
across the hospitality trade who rely on it daily for stock, service and value. The existing brand had
built real trust over years of trading, but its identity and store experience hadn’t kept pace with a
hospitality sector that expects the same clarity and personality from a wholesaler as it does from
any consumer brand.
Dialsur needed a brand experience that could speak to today’s hospitality business owner on local
and personal level, be clear about value, and confident enough to work at national scale.
Our Approach
We began with a collaborative strategy process alongside the Dialsur team, combining their deep
knowledge of the business and its customers with our creative perspective. That work surfaced
four pillars to guide everything that followed:
1. Customer connection through accessibility and clarity,
2. Leading on value with an ownable attitude,
3. Shared passion for service grounded in the daily reality of small business owners,
4. Local energy built to scale nationally.
From there, we built on Dialsur’s existing assets, taking clearer ownership of the brand’s colours,
introducing new graphic devices, and adding texture and depth that gave the identity more
presence while keeping it feeling accessible and price-conscious, true to how Dialsur’s customers
shop.
We then took that identity into the store itself, developing a full interior and exterior signage
system, department by department and aisle by aisle, so the brand could be felt the moment
a customer walked in. We introduced a simple and honest material palette, durable and sleek
fixtures and combined into a seamless customer flow.
Finally, we extended the identity across every remaining touchpoint: social and digital content
speaking directly to restaurant and hospitality owners, promotional and pricing graphics, staff
uniforms and merchandise, the website and customer sign-up journey, and a branded vehicle fleet
carrying Dialsur from the warehouse to the customer’s door.
The Result
Dialsur now has one identity system working consistently across every part of the business, from a shelf label to a driver at the door. The store experience brings the brand strategy to life in physical space, while the content, collateral and fleet carry the same energy into the community.
As Dialsur continues to open and renew locations across Alicante and beyond, each one launches with a brand built to grow alongside the business, staying local in feel while working at national scale.
