Spanish gastrnomy, in capital letters

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A country-brand campaign for ICEX, part of "Foods and Wines from Spain." The brief was to position Spanish gastronomy in the international market with a single creative platform able to speak to both the trade channel and the end consumer at once, across several markets simultaneously. A small team of four associate experts made sure every piece — from the identity to the trade show prints — came out exactly as it should.

Client: ICEX – Foods & Wines from Spain
Year: 2024
Team: 4 associate experts

The brief

The challenge: an incredibly rich category, with no unified voice. Spanish gastronomy is diverse and world-class, but it was being communicated in a fragmented way depending on the market, with no visual thread making it recognizable next to cuisines with a stronger international presence, like Italian or French. Almost all the existing content was built only for the trade channel, with no real connection to the end consumer.

The goal: a creative platform bold enough to hold its own at a trade show, and flexible enough to adapt to social media and point of sale across different markets without losing brand identity or strength.

Spoiler: Spain ended up in capital letters

The idea

Making "EN MAYÚSCULAS" not just a phrase, but the whole system.

The starting insight: Spanish gastronomy didn't need a nice tagline — it needed to shout. Instead of a decorative tagline, "EN MAYÚSCULAS" (Spanish for "in capital letters") became the campaign's own graphic device: a bold typographic system, easy to translate, and flexible enough to work the same way at a trade show, on social media, or at point of sale, without losing strength in any market.

Results

The result was a typographic visual system where "EN MAYÚSCULAS" is the campaign's own graphic device: bold, easy to translate, and adaptable to trade shows, social media, and point of sale. One creative language, adjusted for each market without losing brand identity.