El Rey de Oros

We redesigned El Rey de Oros, one of our country's most prestigious canned fish brands, which is returning to the market through Gadira.

Following a comprehensive study of EL REY DE OROS' historical designs and a review of its previous market impact, we decided to preserve the key characteristics of this iconic brand. We graphically revised the recognizable and memorable playing card, refining the details of all its elements—especially the King's attire and expression, which is now friendlier and more approachable. This playing card will be the centerpiece of all identity and packaging materials, as well as its new typography. To this end, we drew inspiration from the 1925 original, hand-retouching it to impart greater harmony, order, and volume.

To celebrate the splendor of the company's history, we created a corporate seal commemorating the brand's origin: “BARBATE since 1925”. Its packaging applications highlight order, cleanliness, and direct communication. It is a design free of artifice that demonstrates and communicates the firm's absolute confidence in the quality of its products.

As is common with the redesign of "Heritage brands" or those with a rich history, the result offers an improved version of the classic identity for its long-standing audience. Additionally, it presents a fresh, renewed image to appeal to new consumers, communicating the values of quality and tradition associated with its offering. Ultimately, it is a high-caliber design celebrating the return of the King, which has been welcomed with warmth and golden enthusiasm.

2022