Hoxe Queixos — Galician Cheese Packaging System

Hoxe is a Galician cheese brand created for the retail market. The challenge was to strengthen its presence at the point of sale while communicating three essential qualities at first glance: Galician origin, artisanal character and the care behind every product.

We developed a coherent packaging system capable of adapting to different varieties — including Matured Cheese, Tetilla P.D.O. and Arzúa-Ulloa P.D.O. — without losing visual unity. A black base, a distinctive spiral pattern and a colour code give each reference its own identity while keeping the range clearly recognisable as one family.

Bespoke iconography and claims written in Galician bring warmth and personality to the system. Expressions such as “Dálle un toque ás túas merendas”, “Feito con amor en Galicia” and “De leite galego” create an emotional link with the consumer and make origin an active part of the brand rather than a secondary piece of information.

The project also introduced a new layer of value through the concept “Selección Aroma & Forma”. It identifies an additional artisanal selection process based on the aroma and shape of each cheese, helping to raise perceived quality and differentiate Hoxe in a highly competitive category.

The result is a clear, warm and flexible packaging system that organises the range, reinforces product recognition and turns Galician provenance into a meaningful point-of-sale asset.