THE CANNED PAPRIKA BRAND OF THE MURCIAN COMPANY PICHI NOMINATED AT THE PRESTIGIOUS LAUS AWARDS

To turn a very classic brand of paprika into an absolutely modernized and up-to-date brand. This is what the design and advertising agency F33, based in Murcia, has achieved and has managed to gain a place in the prestigious Laus awards, the most veteran in terms of design in Spain and with the greatest prestige in the country. Specifically, the Murcian paprika brand obtained three selections in the last edition of the Laus awards, whose final list of winners was announced last June, without obtaining any award.

For the design agency, this is an achievement and an important step in its professional trajectory. F33 achieved its first selection with the redesign proposal for the paprika and spice brand Pichi, an almost century-old firm based in the region. The graphic solution devised by F33 aims to update the brand identity without losing references to its origins, seeking simplicity and immediate recognition.

The other two selections corresponded to two commissions from the Madrid City Council: the awareness campaign to encourage universal accessibility and to promote the responsible use of mobile devices and headphones while driving on public roads.

The first campaign was based on six actions that anyone does on a daily basis. Through these situations, which involve mobility around the city, use of transportation, technology or communication and understanding systems, any person can be reflected, regardless of whether or not they have a disability. With the interference of a geometric figure, we invited people to reflect, not to place obstacles of any kind that prevent full and effective participation and to raise awareness that accessibility benefits all people.