A few weeks ago, acrōnim began working with Girona City Council on the conceptualisation, creation and roll-out of the Menja’t Girona brand, a project that forms part of the City Council’s destination tourism sustainability plan, funded by the European Union’s Next Generation funds.
Menja’t Girona aims to develop a tourism experience that links the city’s natural, gastronomic, horticultural, cultural and architectural-urban heritage with short-chain production, consumption and sale through the market-garden produce of the city’s Hortes, in the Santa Eugènia neighbourhood. The aim is to offer new products that consolidate Girona as a sustainable tourism destination and strengthen the city’s social and territorial cohesion.
The creation of this brand is also intended to be closely tied to proximity; a local, responsible, inclusive and cooperative experience; the circular economy; environmental, social and economic sustainability; food sovereignty and the concept of the edible city; and socially and environmentally responsible agricultural production.
Menja’t Girona wants to be a brand that spans everything from growing the produce to the plate. A brand that adds value to local, market-garden produce, with quality as its differentiating feature, while taking in the environmental, social, cultural, economic and historical dimensions of the Hortes de Santa Eugènia. In short, the goal is to create a new tourism experience that connects natural heritage with zero-kilometre gastronomy, championing horticulture.
One of the most interesting parts of the project is the participatory sessions we are holding with the different stakeholders in the city of Girona: market gardeners, producers, the restaurant sector, education and culture, tourism agents, residents… We want to get to know everyone involved to learn more about their vision of Girona, of the sector and of what they expect this brand to do or say, so we can start building its story and its personality. These sessions help us draw out valuable information to create the brand and ensure every sector feels represented by it and benefits from it.
If we want Menja’t Girona to be genuinely useful and valuable for the city, we have to create the brand from within, together with the people who will really be part of it and involved in it.
Project objectives:
- Showcase the natural heritage
- Champion zero-kilometre produce
- Energise and revive the local economy
- Strengthen social cohesion
- Consolidate Girona as a sustainable tourism destination
Expected outcomes:
- Conceptualise the brand through a creation process with the main stakeholders in the area.
- Design the logo, style guide and brand application protocol.
- Draw up and implement a brand communication and management plan.
- Produce a making-of of the brand co-creation process.
To achieve this, the project is structured in 5 phases:
- PHASE 1. Analysis and conceptualisation
- PHASE 2. Definition, writing and creation of the brand
- PHASE 3. Communication and Management Plan
- PHASE 4. Management Plan
- PHASE 5. Making-of
At the agency, we are really looking forward to continuing this project throughout the year and to you seeing the results. We will keep you posted!
