When Vicentín was born he became the first born of the family formed by Vicente Peris Ortiz and Rosa Tatay Burgos.
He was a farmer and dreamer.
And she, a housewife who always supported her husband’s dreams.
At that time, 1944, Vicente Peris Ortiz was co-responsible with his father Vicente Peris Orts, and later in 1957 with his brother Ramón, of an agricultural company in Cuiper, an agricultural colony in the town of Foios, located in the heart of the Horta Nord of Valencia.
And that company, at that time called Vicente and Ramón Peris Ruiz, was already beginning to be recognized in the markets of Barcelona and Valencia for the quality of its piel de sapo melons, a product in which they specialized. The company began to gain momentum and one of the first decisions they made was to create brands, something very unusual in the to create brands, something very unusual in the sector..
The first to arrive were 18 Quilates and Oro de Cuiper.
In time, one of these brands associated with high quality melons took the name of Vicentín, the first-born son who was called to continue the family business.
That label, in addition to the name, showed the image of the boy dressed in torrentí, a typical costume of the Valencian orchard, a symbol of the agricultural tradition of both Valencia and the neighboring towns.
With this label Peris represented his connection to the local culture, but also brought confidence and familiarity to consumers. The melons of the ‘xiquet faller’ (faller child), as it became popularly known to Vicentín, they began to make a name for themselves because the associated quality was indisputable.
The tradition of labels with children’s photos
In the province of Valencia it is common to find agricultural products bearing labels with pictures of children and their names.
This practice, which has been maintained over the years, has a very symbolic meaning: it reflects the dedication and effort of local families in agricultural production.
The photos of children on the labels symbolize generational continuity and the transmission of knowledge and values from parents to children.
In the case of Peris, over the years other labels would arrive with the names of the rest of the family’s children: Rosita Peris, Joaquín and even the grandson and current Peris CEO, Alberto.
These brands were diluted over time, but not the one of Vicentín, which remains in force to this day.
Year 2010: simplification and improved readability
Aesthetic tastes change and brands have to evolve with the times, and that is what has happened with Vicentín.
In 2010, the Vicentín brand underwent its first evolution. The graphic elements of the labels were simplified and their legibility improved.
Elements were eliminated, more importance was given to the name and the Peris brand was introduced, so that the pull of Vicentín would contribute to the awareness of the company.
This update aimed to make the brand more accessible and recognizable to consumers, but without losing its essence.
At this stage the brand Vicentin will also begin to be incorporated into watermelons.
2022: Vicentín goes from photo to illustration
In 2022, Vicentín took another step in its evolution.
The traditional photograph of the child was replaced by an illustration, adapting to current trends and the expectations of a modernized market.
The illustration maintains the brand’s visual identity, but with a more contemporary approach that connects better with the new generations.
In this new evolution, in addition to illustrating the photo, the elements accompanying the image of the child are again simplified.
The heraldic coat of arms disappears and a shading is incorporated to give a context to Vicentín, as it places him in the orchard of Valencia.
This is achieved by subtly showing behind the image of the child the image of a barraca, a typical farmhouse, and the ridges of the farmland.
The name Vicentín changes from gold on black to white on black, giving greater visibility and legibility to the brand. The update has also allowed greater flexibility in the design and in its adaptation to different formats and supports beyond the label, such as the cardboard boxes in which they are transported. 
Peris and its commitment to quality
The years go by and time imposes evolution, but what has not changed is Vicente Peris’ commitment to the quality of its products. The Vicentín brand continues to be synonymous with excellence, thanks to the dedication and care with which these products are grown and selected.
The evolution of the brand image is a reflection of Peris’ ability to innovate and adapt, without losing sight of its roots and tradition.
If you have not yet tried a Vicentín melon or watermelon, we recommend you do so.
You can find these products in the most select greengrocers in the main cities and also in our online store.