China and Spain – Santo Cielo, a Chinese delicatessen brand that imports Spanish products into China, has rebranded to celebrate Spain’s culture. Combining bold and contrasting colours with oversized text, the striking visuals are complemented by its playful use of language. Its name ‘¡Santo Cielo!’, for example, is a phrase that's similar to ‘Oh my God!’ in English.
The updated visual identity by studio Pràctica is designed to be suitable in both physical and digital mediums. ‘Coming from the nature of the naming, the packaging system is made out of two parts: one reserved for the sacred use of the brand, and the other used to reinforce the Spanish character through the diverse use of typefaces and colours,’ explains Anna Berbiela, co-founder of Pràctica.
By presenting Spain’s identity in a way that will appeal to Chinese audiences, the brand shows how vibrant branding can elevate global cuisine.
Food and drinks brands should take inspiration from Santo Cielo and similarly draw on colours and language to celebrate culture. Find ways to fuse elements of different regions, while remaining accessible to a variety of audiences