Surtido Cuétara

Cuétara, a timeless classic reimagined for a new generation.

A new packaging design project for “Surtido Cuétara”, one of Spain’s most iconic biscuit brands. Founded in 1935, it has built a strong connection with generations of consumers, becoming part of the country’s collective memory and everyday family traditions.

The challenge was to bring this historic brand into the present, creating a more contemporary and distinctive identity without losing the essence, personality, and emotional value that have defined it for decades.

The redesign also aimed to position Surtido Cuétara within the accessible premium segment, elevating its perceived value and creating a clear point of difference from supermarket private-label brands.

The strategy was to place the Cuétara brand at the heart of the design, making it the central element of the packaging and the main driver of recognition and trust. With over 90 years of experience in biscuit-making, Cuétara represents a guarantee of quality, expertise, and tradition. By bringing the brand to the forefront, the new design reinforces these attributes, communicating a more premium proposition while remaining approachable and accessible to a broad audience.

The result is a stronger, more distinctive shelf presence that highlights the value of choosing an established brand with a long-standing heritage of craftsmanship and quality.

Curator’s Insight

The pack solves a premium problem with scale rather than ornament. The wordmark is cropped so large that it wraps onto the side panel as a tonal ghost, so a stacked or shelved box still reads as Cuétara from almost any angle. Around it, glossy biscuit photography sits at varied rotations over a tonal check pattern broken by a few white squares, a quiet nod to a tablecloth that keeps the warmth of the family table. The wide arc around the logotype works like a plate rim, framing the assortment as something served. Small gold details for the X2 and new recipes marks stay in the corners, so they never compete with the name. The campaign photography, with dark suited figures carrying stacked boxes against deep red, borrows the language of luxury goods.