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Goya Paella
Goya Paella
Goya Paella
Goya Paella brings a classic Spanish dish right to your table, with premium seafood and
Valencia rice, your family & friends with have an authentic and flavorful dining experience.
What started as a singular addition to Goya's ever-growing portfolio, soon became a line
of multiple flavors, and in turn, a packaging system to house them all.
Goya Paella brings a classic Spanish dish right to your table, with premium seafood and
Valencia rice, your family & friends with have an authentic and flavorful dining experience.
What started as a singular addition to Goya's ever-growing portfolio, soon became a line
of multiple flavors, and in turn, a packaging system to house them all.
Goya Paella brings a classic Spanish dish right to your table, with premium seafood and
Valencia rice, your family & friends with have an authentic and flavorful dining experience.
What started as a singular addition to Goya's ever-growing portfolio, soon became a line
of multiple flavors, and in turn, a packaging system to house them all.
PACKAGING / ILLUSTRATION | 2018, 2020, 2022
PACKAGING / ILLUSTRATION | 2018, 2020, 2022
PACKAGING / ILLUSTRATION | 2018, 2020, 2022
Client: Colgate-Palmolive
Agency: AW Design
Creative Direction: Dom Alessandro
Client: Goya Foods
Agency: AW Design
Creative Direction: Kris Weber, Dom Alessandro
Client: Goya Foods
Agency: AW Design
Creative Direction: Kris Weber, Dom Alessandro
Goya Paella brings a classic Spanish dish right to your table, with premium seafood and
Valencia rice, your family & friends with have an authentic and flavorful dining experience.
What started as a singular addition to Goya's ever-growing portfolio, soon became a line
of multiple flavors, and in turn, a packaging system to house them all.
Goya Paella
PACKAGING / ILLUSTRATION | 2018, 2020, 2022
PACKAGING / ILLUSTRATION | 2018, 2020, 2022
Client: Goya Foods
Agency: AW Design
Creative Direction:
Kris Weber, Dom Alessandro
Client: Goya Foods
Agency: AW Design
Creative Direction:
Kris Weber, Dom Alessandro
Bringing Authenticity
to the Table
Bringing Authenticity
to the Table
Bringing Authenticity
to the Table
Bringing Authenticity
to the Table
The goal for Goya Paella was to try and encapsulate the feeling of an authentic seaside Spanish restaurant.
After diving deep into cultural touch points and references of Spanish tile patterns with bright colors, the thing
that stuck out the most were the hand written signs and menus that accompanied most local jaunts. To capture
this feeling, I developed a hand written script for the title "PAELLA" that felt as if it could be scrawled on some
wooden sign somewhere. Surrounding it are flourishes inspired by Spanish tile patterns to fill out the negative space around it. In addition, I also developed an illustration style to use a a visual call-out system for the ingredients that would be the star of the Paella.
The goal for Goya Paella was to try and encapsulate the feeling of an authentic seaside Spanish restaurant. After diving deep into cultural touch points and references of Spanish tile patterns with bright colors, the thing that stuck out the most were the hand written signs and menus that accompanied most local jaunts. To capture this feeling, I developed a hand written script for the title "PAELLA" that felt as if it could be scrawled on some wooden sign somewhere. Surrounding it are flourishes inspired
by Spanish tile patterns to fill out the negative space around it. In addition, I also developed an illustration style to use a a visual call-out system for the ingredients
that would be the star of the Paella.
The goal for Goya Paella was to try and encapsulate the feeling of an authentic seaside Spanish restaurant. After diving deep into cultural touch points and references of Spanish tile patterns with bright colors, the thing that stuck out the most were the hand written signs and menus that accompanied most local jaunts. To capture this feeling, I developed a hand written script for the title "PAELLA" that felt as if it could be scrawled on some wooden sign somewhere. Surrounding it are flourishes inspired by Spanish tile patterns to fill out the negative space around it.
In addition, I also developed an illustration style to use a a visual call-out system for
the ingredients that would be the star of
the Paella.
The goal for Goya Paella was to try and encapsulate the feeling of an authentic seaside Spanish restaurant. After diving deep into cultural touch points and references of Spanish tile patterns with bright colors, the thing that stuck out the most were the hand written signs and menus that accompanied most local jaunts. To capture this feeling, I developed a hand written script for the title "PAELLA" that felt as if it could be scrawled on some wooden sign somewhere. Surrounding it are flourishes inspired by Spanish tile patterns to fill out the negative space around it.
In addition, I also developed an illustration style to use a a visual call-out system for
the ingredients that would be the star of
the Paella.
The goal for Goya Paella was to try and encapsulate the feeling of an authentic seaside Spanish restaurant. After diving deep into cultural touch points and references of Spanish tile patterns with bright colors, the thing that stuck out the most were the hand written signs and menus that accompanied most local jaunts. To capture this feeling, I developed a hand written script for the title "PAELLA" that felt as if it could be scrawled on some wooden sign somewhere. Surrounding it are flourishes inspired by Spanish tile patterns to fill out the negative space around it.
In addition, I also developed an illustration style to use a a visual call-out system for
the ingredients that would be the star of
the Paella.
