L@s Tont@s

This project reimagines Madrid’s traditional rosquillas with a contemporary identity and new flavours, such as orange blossom and churros with coffee. L@s Tont@s plays with the double meaning of its name and introduces eccentric collage characters inspired by chulap@s (chulapos and chulapas were how the city’s working-class people dressed suring their festive traditions, especially the San Isidro celebrations. They are recognizable by their distinctive dress, shawls or mantóns, carnations, and characteristic Madrid attitude—proud, lively, cheeky, and theatrical).

The design brings humor, freshness, and collectability to the brand, revitalizing an iconic local sweet. It stands out among both locals and tourists, who see it as the perfect gift. In this way, the packaging combines modern storytelling with cultural heritage, creating a visual and emotional experience that goes beyond the product itself.