El Paeller

Design: Brandsummit
Packaging designer: Alberto Valero
Location: Spain
Project Type: Produced
Client: El Paeller
Photographs: El Paeller
Product Launch Location: Global
Packaging Contents: Paella
Packaging Substrate / Materials: Can and paperboard

The concept was clear: eat wood-fired paella at home and in just 18 minutes. This is how El Paeller came to us, along with maestro Rafa Margós at the stove. He had created the first preparation with all the ingredients to make a wood-fired rice at home and in 18 minutes.

With an existing identity and name, at Brandsummit we give depth to the brand´s branding. We created a range of graphic identity resources with elements inspired by paella, firewood and fire, in addition to the design and illustrations on the packaging, labels to close the product and selection of secondary fonts. Thus, through the design we gave life to three paella preparations: Valencian paella, seafood paella and vegetable paella. A packaging capable of providing the diner with the necessary information so that they have everything they need to cook an authentic wood-fired paella anywhere by their hands.

The pack consists of the box, the can that contains the broth with all the flavor and aromas, product of the sauce made with a wood fire, accompanied by its bag of rice, variety J. Sendra DO Arroz de Valencia. A unique and simple gastronomic experience, to cook at home, following the roadmap that accompanies the product. An in-depth branding process for El Paeller, a commission from the Valencian agency La Mujer del Presidente, which we finished off with the design of a functional and aesthetic container in three variants, Valencian Paella, Vegetable Paella and Señoret Rice.

What’s Unique?
It’s unique because is the first preparation with all the ingredients to make a wood-fired rice at home and in 18 minutes.