Regma. Logo, Brand Identity, Packaging.
In 2024, Lavernia & Cienfuegos was commissioned by Regma, a historic Spanish brand specialising in ice cream and pastries, to lead a comprehensive redesign of its visual identity. With over 90 years of history and more than 200 points of sale, Regma holds a leading position in Cantabria and is well-known throughout northern Spain. As the company seeks to expand its presence into supermarkets and large retail chains, beyond its own stores, it recognised the need for a renewed brand image that could support this strategic evolution.
Lavernia & Cienfuegos focused on aligning Regma’s visual identity with its growth ambitions, while respecting its heritage and core values: quality, honesty, 100% natural products, and traditional recipes. One of the central challenges of the project was to develop a visual language capable of connecting with a younger audience and functioning effectively across a variety of sales channels, including physical retail, supermarkets, and online platforms.
The design studio began by modernising the logo, giving it greater visual strength and personality. The new version maintains a sense of continuity with the brand’s legacy while introducing a more vibrant and memorable expression. It was conceived to function not only as a brand mark, but also as a key graphic element within the packaging system—adaptable to both small and large formats.
In parallel, Lavernia & Cienfuegos redesigned the broader brand identity, establishing a cohesive and contemporary visual framework. This included the development of a refreshed graphic language and updated typography, colour palette, and layout principles. The redesign also extended to all communication materials, with particular attention paid to point-of-sale (POS) assets to ensure consistent brand presence at the moment of purchase.
Packaging design played a critical role in the project. The studio created a system that is both iconic and highly functional, ensuring high visibility on retail shelves while clearly communicating the natural quality and artisanal character of the products. The packaging was designed to meet the requirements of multiple distribution formats: Regma’s own shops, large-scale supermarkets, and e-commerce.
Through this project, Lavernia & Cienfuegos delivered a unified, modern identity that supports Regma’s expansion into new markets while staying true to the values and tradition that have defined the brand for nearly a century.