Designing Appetite: Alcagüete Spread

When designing the packaging for Alcagüete Spread, our primary challenge was to maximize shelf impact with a solution that was as striking as it was production-viable. To achieve this, we stepped away from industry-standard straight-cut labels and proposed a continuous die-cut label featuring a distinctive wavy edge that wraps seamlessly around the jar.

This simple yet highly effective technical choice visually translates the creamy, indulgent texture of the spread before the jar is even opened. The dynamic edge gives the packaging movement and character, instantly triggering appetite appeal on the pantry shelf while elevating the tactile experience and perceived quality directly in the consumer’s hands.