The reinterpretation of a classic
We had the pleasure of developing the packaging of the Cinco Jotas Christmas Edition, in which we evolved the premium ham brand towards luxury, gastronomy and art.
The concept is based on the reinterpretation of a classic. To bring the concept alive, Ana Domínguez Studio and Nacho Alegre reinterpret the Spanish traditions through sophisticated still-lifes which keep folklore alive through languages of the present. Pieces and materials that represent classical Spanish culture from a contemporary perspective, maintaining the origins of a timeless trade.
The photographies evoke us this reinterpretation of a classic through natural compositions built with the different assets of Cinco Jotas, Ana and Nacho play with balance and materials to achieve an unique universe that remind us to the great still life Spanish artists from the Baroque, coming back to this previous idea of the reinterpretation of a classic. They blend with masterly the different pieces and materials, mixing the roughness of the stone with the lightness of the salt, the strength of the whole ham with the delicacy of the glass, achieving as a result a powerful scene where the common things turn into a piece of art.
