Ultracomida envisages better Spanish food & drinks for everyone. Steered by the vision of enterprising duo Shumana Palit & Paul Grimwood, they are an award winning independent importer and retailer working in the service space based in Wales, UK.
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With the backdrop of the pandemic looming large, the company looked to seize the initiative with a shift in focus to their online store. It was imperative they tell their story in a more inclusive but cohesive manner, taking care not to fall back on exhausted tropes. With the UK already home to some major established players in their space, Ultracomida has always stood for providing an alternative to the Spanish brands saturating the UK shelves. Naturally, their online voice needed to be an extension of this. The goal became to craft an articulate voice that championed the demystifying of food and drinks. Food should be fun. Food should be inclusive. Food should be an experience.
The following solution was originally introduced as part of an online campaign during the pandemic but has subsequently become the foundation for their monthly newsletter and some of their social media discourse.
Ultracomida’s logo is pronounced and spirited. The peculiar name takes center stage with an uneven almost hand cut quality as it sits harmoniously in an accommodating box. This box is an underpinning motif. Place an order with ultracomida online and you can expect your shopping to come hand packed in a box. A modular system of angular compositions contained within a box were introduced. It’s a lean, agile, design system pulsing with a sharp liveliness. Vivacious, sometimes astringent colours work to add a sense of visual dynamism whilst also bringing to mind the suggestion of the unexpected. Sturdier typographic hierarchies and more considered compositions lend a sense of clarity, with thoughtful but minimalist embellishments aiming to channel a more unorthodox spirit whilst always keeping potent storytelling at the forefront.
The results: an engaging brand, brimming with energy and optimism, ready to intrigue, inspire and surprise it’s community of Spain loving foodies.
Logo Design, Online Newsletter Identity & Copywriting.