At Batllegroup, we partnered with Indyk Foods to create a brand from scratch that would challenge the conventions traditionally used to promote Spanish cuisine in the United States. That’s how Santa Gula was born: a bold concept that reinterprets the way we enjoy classic flavors through a much more contemporary lens—uninhibited and full of personality.
The Challenge
The market presented a paradox: Spanish cuisine is highly regarded by those who know it, but is often confused with other Mediterranean traditions. Furthermore, the category was dominated by traditional conventions and offerings that lacked distinctiveness. The challenge was not just to compete in the charcuterie sector, but to redefine snacking. Against a backdrop of protein bars and ultra-processed foods, an opportunity arose to offer an alternative based on real food and a brand with personality.
When pleasure ceases to be a sin.
The Strategy
The idea arose from a universal tension: the constant dialogue between desire and moderation. That moment when we ask ourselves whether we should behave ourselves or treat ourselves to something special. Under the creative concept ‘The Permitted Sin’, Santa Gula turns that contradiction into its greatest strength. The brand embraces this duality between pleasure and self-care, between desire and health, and transforms it into an ironic, light-hearted and provocative concept.
Drawing on an in-depth strategic analysis of the market and an understanding of cultural codes, we developed the entire brand ecosystem: strategy, naming, visual identity, packaging and communication system. We conceived Santa Gula as a brand capable of bringing Spanish cured meats to American consumers through cultural codes that are contemporary, relevant and relatable.
The Result
The visual identity reflects this attitude through the contrast between tradition and rebellion. Whilst ‘Santa’ evokes classical and sacred references, ‘Gula’ bursts onto the scene with a more graphic and contemporary style.
With a direct, confident voice, expressive illustrations and a vibrant colour palette, we’ve built a brand that doesn’t just follow the rules of the category—it challenges them.
A brand built on contrast.
