SPECIAL LINE
Well-balance design
Special Line is El Corte Inglés’ brand specialising in healthy products, special diets and food supplements. With the aim of updating, relaunching and revaluing the brand, we have developed a visual identity that reinforces its essence and brings it closer to consumers in a clearer and more contemporary way.
The new visual identity opts for a more natural, balanced and direct language, with packaging architecture that recalls the original spirit of the brand but interprets it from a contemporary perspective.
One of the keys is the division of the packaging into two parts. White is combined with large splashes of colour that add freshness, improve navigation on the shelf and make it easier to identify each product. The graphic communication is based on two complementary resources: photographs and illustrations, which we select according to the product family.
The photographic style is based on a balance of ingredients and different elements that give the packaging a natural, artistic and poetic look. The illustrations, meanwhile, are iconic and very clear, capable of quickly informing about the content and functionality of each product.
The result is a coherent and recognisable range that conveys confidence and clarity in an increasingly competitive market. Special Line evolves with a design intended to be attractive, understandable and effective. A design intended to make wellbeing accessible, everyday and well-balanced.
Client
El Corte Inglés
Work
Packaging
Date
2025
Sector
Food
Awards
Bronze Pentawards 2025
SPECIAL LINE
Well-balance design
Special Line is El Corte Inglés’ brand specialising in healthy products, special diets and food supplements. With the aim of updating, relaunching and revaluing the brand, we have developed a visual identity that reinforces its essence and brings it closer to consumers in a clearer and more contemporary way.
The new visual identity opts for a more natural, balanced and direct language, with packaging architecture that recalls the original spirit of the brand but interprets it from a contemporary perspective.
One of the keys is the division of the packaging into two parts. White is combined with large splashes of colour that add freshness, improve navigation on the shelf and make it easier to identify each product. The graphic communication is based on two complementary resources: photographs and illustrations, which we select according to the product family.
The photographic style is based on a balance of ingredients and different elements that give the packaging a natural, artistic and poetic look. The illustrations, meanwhile, are iconic and very clear, capable of quickly informing about the content and functionality of each product.
The result is a coherent and recognisable range that conveys confidence and clarity in an increasingly competitive market. Special Line evolves with a design intended to be attractive, understandable and effective. A design intended to make wellbeing accessible, everyday and well-balanced.
Client
El Corte Inglés
Work
Packaging
Date
2025
Sector
Food
Awards
Bronze Pentawards 2025
