Some things change… without losing what makes them unique. And that is exactly what has happened to the ALE-HOP cow.
The brand’s most beloved icon has been given a fresh new look. Now, as well as welcoming visitors and bringing smiles to their faces, it also tells the story of who ALE-HOP is.
“Over the years, our cow has become far more than an icon. It has been present in our shops, throughout our collections and in the memories of millions of people who, when talking about us, say: ‘Yes, of course — the shop with the cow!’” the company explains.
The new cow retains the same fun and friendly personality it has always had, while its distinctive markings have been transformed into small symbols representing the brand’s values and origins.
One of them pays tribute to Gata de Gorgos, the town where it all began.
Others represent ALE-HOP’s creative spirit, teamwork, transparency and enthusiasm, as well as the brand’s distinctive way of seeing the world through excitement, surprise and fun.
“We wanted our cow to remain the one everyone knows and loves, while also allowing it to tell our story,” ALE-HOP explains.
Each of the cow’s new markings has a special meaning:
“Estamos como un cencerro” — We’re round the bend — represents creativity, curiosity and fun.
“Somos la leche” — We’re amazing — reflects the team’s professional, humble and proactive spirit.
“Blanco y en botella” — We’re crystal clear — symbolises transparency, commitment and honesty.
“Somos una piña” — We’re a thigt-knit team — represents team spirit, empathy and a positive working environment.
And, of course, its hometown: Gata de Gorgos, a small town in the Marina Alta region of the Valencian Community. It was here that Vicent Grimalt and his wife, Pepa Monfort, set out in a van travelling from one village festival to another, filled with enthusiasm and a desire to surprise. Little did they know that this adventure would eventually become a brand loved by millions of people.
The new visual identity will be introduced gradually across ALE-HOP shops, visual materials and future collections over the coming months.
“The cow may have a new look, but its essence remains exactly the same: joy, excitement, surprise and an enormous desire to continue growing together,” the company concludes.
With more than 360 shops across Spain, Portugal, Italy and Croatia, ALE-HOP continues, as always, to spread a whoooole lot of joy around the world.