A complete go-to-market transformation
Industry — Energy, Tools, Outdoor & Lifestyle
Brand Strategy, Architecture, Identity, Packaging, Digital, Content
Timeline — Multi-stage, long-term collaboration
Brogas Group is a third-generation industrial company, founded in 1958, with nationwide reach and a broad portfolio across multiple categories. Despite its legacy and several flagship products, the brand ecosystem had lost strength over time.
The company faced two parallel issues: a structural problem of decision-making and a visible decline in brand quality.
Key products were diluted in the market, abandoned on shelves, with packaging and communication that no longer reflected the company’s experience, scale, or potential.
This was especially critical given Brogas’ cultural relevance. Products like the butane gas cartridge are deeply embedded in contexts such as mountaineering, expeditions, outdoor adventure, and gastronomy. They are functional objects, but also part of shared experiences, rituals, and professional practices.
Brogas didn’t need isolated improvements.
It needed a full renewal: strategic, visual, and operational.
The real challenge
The challenge went far beyond design.
Brogas lacked:
- a clear way to organize brands and products
- criteria to structure launches and portfolios
- a unified logic to generate content and activate sales teams
- a consistent presence at point of sale
- and a visual system aligned with its industrial legacy
The relationship between the corporate brand and its product brands was unclear, generating confusion internally and weak positioning externally.
What was missing was a brand system capable of guiding decisions, simplifying processes, and scaling with the business.
ORIGINAL BRAND ARCHITECTURE SITUATION
Our role
We worked as strategic partners, not external suppliers.
Our role combined active listening, ongoing accompaniment, and multidisciplinary execution, always with the brand — not the studio — as the protagonist. Through regular working sessions, strategic meetings, and continuous alignment, we helped Brogas make decisions it had been postponing for years.
The objective was clear:
to renew the company, strengthen its brands, and build tools that would make its operations more agile, coherent, and scalable.
Brand restructuring
as infrastructure
We restructured the entire brand ecosystem, redefining Brogas Desde 1958 as the institutional umbrella brand — a symbol of legacy, trust, and industrial expertise.
Under this structure, six product brands were clearly defined, each with a specific role, category focus, and audience:
Brogas, Broksol, Brolux, Broktools, Brosen, and Ayreco.
This architecture became a decision-making framework: clarifying how products are grouped, how launches are planned, how content is assigned, and how commercial teams present the portfolio in the field.
A modular, scalable brand system
We designed a visual identity system built for real use: modular, consistent, and flexible. Shared typographic rules, clear hierarchies, and differentiated brand worlds allowed each product brand to stand out while remaining part of a coherent ecosystem.
This system reduced friction, accelerated execution, and ensured long-term consistency across channels and markets.
From brand to market:
a complete execution
Our work extended across the full go-to-market ecosystem:
We redesigned all existing packaging and developed new packaging solutions, restoring shelf impact and clarity at point of sale.
We designed stands for fairs and events, POP materials, promotional assets, merchandising, and supported product prototyping.
Digitally, we developed the corporate website and e-commerce platform, optimized the Mercado Libre channel, and structured the digital ecosystem to support both B2C and B2B needs.
On the content side, we led the full social media operation: creative strategy, content creation, planning, copywriting, community management, influencer coordination, UGC creators, and a purely organic strategy — complemented by paid campaigns for both B2C and B2B audiences.
Everything worked as one system, not as disconnected actions.
PRODUCT PROTOTYPING
COMMERCIAL PRESENTATIONS
PACKAGING DESIGN
What changed
This project wasn’t about aesthetics.
It was about performance.
Brogas gained:
Clarity to make faster, better decisions
A brand system that organizes products, content, and launches
Stronger shelf presence and market recognition
Tools to activate commercial teams and scale communication
A renewed brand aligned with its legacy and future growth
COMPLETE BRAND USAGE GUIDELINES
Why this case matters
Brogas Group shows what happens when branding is treated as strategic infrastructure, not as decoration.
At Tuerca Studio, we build brand systems that help companies regain control, simplify complexity, and move forward with confidence — combining strategy, execution, and long-term partnership.
BRAND PHOTOGRAPHY AND VIDEO CONTENT
ADS AND SOCIAL MEDIA CONTENT