Packaging design for six varieties of canned food. In addition to showing the product, the human figure appears, which is key in the whole process. I designed a neutral character that interacts in a sympathetic way with the product. On the one hand, this character refers to Galician fishermen and shellfish gatherers, and on the other hand, it also winks at the consumer who enjoys the product. The idea was that anyone could identify with the design, regardless of their age.

Creativity and professionalism in the execution of the design as a whole have been valued. The cleanness of the design, with a predominance of black and white on which contrasts an ingenious reinterpretation of the logo-brand “Cata la Lata” applied in bright colors. The treatment and emotional charge of the illustrations depicting a loving fisherman in different situations, which he uses with versatility, playing with the front and back of the cases. The overall result develops a coherent, homogeneous story, which makes a family by skillfully integrating the different product categories. - Jury