Tasting is Believing is a project for the promotion of Spanish Designation of Origin products to eastern European countries, considered the new trading powers: the Czech Republic, Poland and Hungary. Targeted at a wide audience, supermarket consumers, and using illustration, an everyday graphic language in these countries, the aim is to find an alternative communication route in the field of foodstuffs. Given the lack of clear identification for Spanish products outside Spain, the commercial strategy needs to be redesigned to ensure that all autonomous communities work as one and sell Spanish products with one sole aim, their quality. Designing a new economic and at the same time graphic conquest creates a new language which gives a fresh and youthful feel in a supermarket, putting young and old alike in touch with DOE products.
The illustration is inspired by commercial advertising posters of the early twentieth century, which use manual techniques, faded colours and geometric shapes. The promotion comprises a series of posters, a taster box, informative leaflet, a facebook page, and an spot.
