A redesign with identity.


2020
3 Months
Grupo Herrero is a long-standing family business that needed a more modern image. However, not everything can be built from scratch; 25 years is a lot of time. So, what is the essence of the company?
Explore the website
Visit Grupo Herrero's website and discover how Mutanto's ideas were executed to allow thousands of internet users to access the site.
Convergence
Between experience and a youthful perspective
Every family-owned business possesses a notable characteristic: the coexistence of different generations, all dedicated to a common interest
Grupo Herrero is no exception. The goal was to reflect that diversity on the website. But what are the values and vision of the company?
The challenge was to renew Grupo Herrero's image in a way that would allow us to preserve the company's identity without endangering its prestige.


Cutting straight to the point here's the Mutanto tip for tackling any redesign: the idea is to bridge the gap between the real and virtual worlds.
In other words,we couldn't redesign the website without getting to know the company, without understanding what and who Grupo Herrero is addressing.
We dove headfirst into the industry, extracting concepts, colloquialisms, and an entire vocabulary specific to the sector.
We examined their imprint, language, and connection with clients, leveraging all these elements to ensure that the site redesign is just that—a redesign, not starting from scratch.

I have worked with the team on the design of my website. They have operated with a high level of professionalism and are always available for questions and changes. Coming from a negative experience, I have found an effective solution with them.
Federico Herrero
Executive partner, Grupo Herrero