Liturgy

Gastronomic

Luxury

STARTING POINT

Taking advantage of its rebranding, Cinco Jotas wanted to enhance its gift packs. This involved setting aside the term “gift pack” to focus on the experience and the powerful symbolism of giving someone the insignia of Spanish gastronomy.

At the same time, it was essential to continue guiding the brand towards gastronomic luxury, paving the way in a category with very few references.

SOLUTION

The fact that Cinco Jotas gets to define what it means to be luxury from ham does not mean that it cannot be inspired by other luxury products. And this is what we did.

Without renouncing the descriptive but collecting all the suggestibility of luxury codes to continue differentiating the brand.

A clear suggestion of the idea of "experience".

Inspiration in the world of oysters or great perfumers and in the numbering of fragrance to help define and specify the envelopes containing each pack.

It was essential to maintain a certain arbitrariness, something that did not follow the majority codes of the category. Something that would be disconcerting but understood and have the potential to set a precedent.

Bodegón publicitario del pack de Ritual número 2 de Cinco Jotas con un plato redondo con lonchas de jamón delante

Ritual suggests experience, sophistication, tradition, legacy, while being accessible and translatable into related languages (mainly English).

The numbers connect with the brand’s imagery, as it contains the number five in its name.

Bodegón publicitario del pack de Ritual número 4 de Cinco Jotas con un plato cuadrado con lonchas de jamón delante

The number orders, ranks and clearly establishes the amount of ham envelopes that the customer will find, although it is not usual in meat products.

Although only numbers 2 and 4 exist, the system can grow very easily with lower, intermediate and higher proposals.

Project details

Project Date

2022

Tasks

Naming

Client

Osborne Group

Agency

Morillas

Brand strategy

Fearless Cheese

A Conscious and Purposeful Rum

Some Gins are Authentically Galician, and Others are not.

A round Trip through Time

The Rebranding of an Academic Discipline

Branding to Catalyze a Cultural Change

Creativity

Writing the Story on a Chessboard

The Technology that Moves Rocks

Precision Aesthetics

A Hotel that Tells Stories

A Sea of Aspiration

Naming

The Coffee that Refuses to be Encapsulated

Desserts to Re-Peat

The Pinnacle of a Way of Working

A Small-Big Cooking Trick

Connecting Business Fleets with Sustainability

Team, Control, and Solvency

Hosting from Shared Values

Gastronomic Liturgy