Client:
José Andrés
Year:
2025
Type:
Branding
,
Design Strategy
,
Packaging Design
We were honored to work on a rebrand that brings celebrated chef and humanitarian José Andrés’ passion for Spanish cuisine to life through design. Embracing José’s boundless energy and his brand's global ambitions, we crafted a design system that is proudly Spanish – while clearly resonating with the U.S. audience.
The new identity highlights honored partnerships, transparent sourcing, and a refreshed brand presence, ensuring every detail tells a story of authenticity and connection. Our north star was always the reminder that even the most extraordinary individuals are, at their core, simply human. Every product is a testament to José’s deep-rooted love for Spanish cuisine and his belief in food’s power to bring people and cultures together.
We like to imagine that when José Andrés isn’t out changing the world, he’s in the kitchen, enjoying the simplest of pleasures—picos and potato chips. While his impact may be extraordinary, his love for good food is refreshingly human. It’s this passion, kindness, and appreciation for the everyday that inspires everything we do.
Born of collaboration, inspired by passion. We're putting Spanish favorites on the map with legendary chef José Andrés.
At the core of the brand sytem, is our dynamic José Andrés logotype. The playful arcs of “José” and “Andrés” capture the brand’s spirit, while passionate red reflects warmth and authenticity. An adaptable design, it allows space for illustrations and descriptors, keeping it modern and engaging.
Complementing this is the "JA" monogram, a small but unforgettable mark. Rendered in signature tomato red, it encapsulates José’s personality in its simplest form. Versatile and unmistakable, the icon moves fluidly across platforms, from product packaging to digital spaces, ensuring a cohesive and memorable brand presence.
Our biggest challenge was to balance bold storytelling with modern clarity. To forge a stronger connection between people and the origins of each product, we placed a meticulously illustrated map of Spain on the back of every package.
More than just a decorative element, this map highlights the regional provenance of each item, reinforcing authenticity while inviting discovery. It’s a design choice that builds trust—both for people seeking transparency and for producers proud to see their regions represented with integrity.
With this rebrand, Spain is on the map—bold, authentic, and unmistakably José Andrés.
Client
:
José Andrés Group
Creative Director
:
Zeki Michael Keskin
Team
:
Mali Uzen, Jackson Boss, Kendall Tamny, Pere Selles
Portrait of José
:
Lexey Swall
Deliverables
:
Design strategy, Branding, Packaging, Brand Guidelines, Illustration
Industry
:
Food and Private Label
Materials
:
Uncoated paper, Glass, Foil
Techniques:
Spot UV, Emboss