Since 2018, we have been working on the communication for ICEX brand Foods & Wines from Spain. We have created promotional materials, conveying the excellence and quality of our gastronomy, for events which take place all around the world.
Correspondingly, we were required to develop the creativity for the promotional materials and signage of the events for the year 2021.
Based on the briefing provided by ICEX, we devised the communication creative concept based on the essence of our gastronomy: the origins, diversity, and quality of our food and its outstanding international projection.
Our graphical proposal is made up of produce compositions which convey the excellence and quality of our food and which are, in such, consistently identified with our land. The claim and the chromatic feel, derived from the depicted landscapes also reinforce the message.
The campaign consists of seven different images. One represents Foods and Wines, in which wines are shown alongside characteristic products from the Spanish pantry. Two other images represent Wines from Spain, promoting the different varieties of Spanish wines. The last four images, for Foods from Spain, portray four different dietary representations: kosher produce, halal produce, sweets and fresh fruits.
n each of them we highlight both the distinctive produce and its territory of origin. The six representative landscapes chosen for the campaign represent different regions of Spain: Asturias, La Rioja, Lleida, Cádiz, Levante and Huelva.
Furthermore, we have also created hallmarks for kosher and halal products that quickly identify the foods which are suitable for these types of diet.
Finally, we have applied the image of the campaign in all the promotional pieces that are used in the events such as save-the-dates, photocalls, banners, aprons, canvas tote bags, notebooks, coasters or polishing cloths, among others.