Intelligent branding for culinary excellence
Badia uses Pupila, a brand technology platform, to scale its visual presence without losing its brand DNA.
Production routine
·
May 2025 – Jun 2026
7,694
on-brand assets generated
154
videos
30
users on the platform
+8
product categories, each with its own visual identity
[ The brand ]
Culinary tradition. Intelligent brand. Global scale.
Badia Spices brings premium spices and seasonings to over 80 countries — a food & beverage brand with deep culinary roots and a portfolio that keeps growing across categories and markets.
It’s the defining challenge of every global consumer brand: visual identity has to show up in every market, every category, at the same time. Reaching each audience means adapting the conversation while preserving what makes the brand unmistakable on any shelf in the world.
[ Challenge ]
More room to create. At the speed of the market.
One American market. Many different faces.
From the Latin flavors of Miami to Midwest BBQ, each market and audience demands a completely different visual approach.
A small team facing a large demand.
Too few people to cover product categories, seasonal moments, and regional markets. Traditional production couldn’t scale fast enough.
Innovate the process, not just the output.
The challenge wasn’t to make more content the same way — it was to rethink how content gets made. To bring real innovation into the creative workflow.
[ Solution ]
One environment, trained on the brand.
Pupila mapped Badia’s visual brand guidelines into a single environment trained on their identity. From there, the marketing team gained the freedom to regionalize and create — all within the same production workflow.
Every campaign, every category, every market has its own dedicated space inside Pupila. The team generates and organizes photos, videos and copy in a single environment — on-brand and ready to use.
[ Regionalization ]
A distinct visual identity for every region
With the Brand Studio, Badia started regionalizing what had always been out of reach for the team’s capacity. Instead of a single communication for all markets, the team gained the agility to create region-specific content — without rebuilding every asset from scratch.
[ Results ]
On-brand expression drives media performance.
Badia took the assets created in Pupila into an Amazon Advertising campaign. Ads built on the brand’s DNA — with the right visual context — outperformed everything the brand had run before.
+192%
ROAS vs. previous campaigns
+41.8%
CTR vs. previous campaigns
[ Beta · Marketing Powerhouse ]
One concept. Every format.
Badia is among the first brands to test the Marketing Powerhouse — a system that automatically expands a key visual across every channel, format, and audience.
Less time spent on manual adaptation. More room to test variations and push performance further.
[ The takeaway ]
Every campaign sharper than the last.
Pupila is the infrastructure that keeps a brand operating at scale without losing its identity. Badia is the proof: 13 months of on-brand production, campaigns that compound over time, and an operation that gets smarter with every cycle.
With Pupila, every asset is born inside the brand’s territory — and every campaign is sharper than the last.