El Rosal is an artisan and social craft bakery that produces cookies with high-quality raw materials and offers new opportunities to vulnerable people with difficulties. Rosal was presented with a need: to replace the packaging, due to, among other reasons, a large Spanish surface rejected its distribution.

We created a strategy to position El Rosal far from any competitor, proudly showing its differential point, its people, as each pack of cookies was more of a claim than conventional packaging. The solution evokes empathy, closeness and provokes curiosity towards the brand and its storytelling, facilitating the purchase. The repositioning of the brand also involved redesigning the logotype –towards a friendlier brand that clearly identifies them– and corporate identity, plus the design of a stand fair.

After one year El Rosal sales increased 30%, distributing their products among others at the same department store It had been previously rejected. The non-profit collaboration with creatives from different fields has been essential, special thanks to Pol Montserrat (illustration) and Kema Food (product photography).