Rooted in Andalusia. Designed for the world.
Reimagining Spanish Identity
To carry the spirit of Spain beyond its borders, I developed the visual identity and label design for Spaña, a contemporary spirits brand created for international markets. Rooted in the visual language of Spanish surrealism and rich in symbolism, yet crafted through a modern lens, the concept blends strong female figures, expressive typography and theatrical art direction to reinterpret Spanish heritage for a global audience. For Dolores and Candela, I illustrated two powerful and distinctly Spanish women. One draws from Flamenco tradition, the other from timeless Mediterranean elegance. Typography and composition were treated as central design elements, including references to the iconic letterforms of Madrid. Carnations, guitars, classical columns and dreamlike landscapes form a symbolic universe that feels both nostalgic and confidently contemporary.
Brand Impact
The project achieved a balance between heritage and modern expression, translating authentic Spanish culture into a refined and globally relevant identity. Rather than relying on stereotypes, the brand presents Spain as it truly is: rich, expressive and culturally sophisticated. While Spain is home to some of the world’s most exquisite culinary products, its global branding has often underrepresented that value. This project reframes the narrative, positioning Spain as a culinary jewel that it is.
