Hola Paella!

Hola Paella!

Packaging design & visual identity. Taking paella beyond the clichés.

Hola Paella! is a range of products created to bring one of Spain’s most recognisable dishes to an international market.

The challenge was to build a visual identity that could communicate its Spanish origin without falling back on the expected clichés traditionally associated with paella, Spain or Mediterranean cuisine.

The design explores a more contemporary and distinctive interpretation of the category, creating a visual language with enough personality to stand out internationally while remaining approachable and easy to recognise.

The packaging system brings together different products — including rice, stocks and seasonings — under one cohesive visual identity. Different formats, from individual pouches to a distinctive suitcase-shaped gift pack, were designed to work as part of the same family while giving each product its own presence.

The suitcase format reinforces the idea behind the brand: taking a piece of Spanish culture with you. More than simply containing the products, the pack becomes part of the experience and a visual expression of the brand’s international character.

The result is a contemporary packaging system that reinterprets a familiar gastronomic icon without relying on the obvious visual codes — making paella feel both recognisable and new.