La Picona is a traditional Madrid-style salsa brava that stands out for its fun personality and addictive flavour. Driven by growing demand from its followers and the opportunity to expand into new territories, the brand commissioned us to create a special large-format edition (75cl), designed to maximise visual impact and international presence.

The graphic concept maintains the brand’s bold, pop-art spirit. We developed a labelling system using silver-finish paper with a white underprint (white mask), allowing the logo to shine with a distinctive gold-like lustre. The large-format bottles act as a powerful draw at the point of sale, while the detail-rich illustrations guide the consumer through the brand experience.

A clever visual device communicates the heat level: the central character on each label progressively turns red according to the intensity of the variety (A Lot of Hot, Mild but Wild, and Nicey Spicy).

The result is a special edition that has successfully captured foreign markets, confirming the brand’s appeal beyond its borders. Furthermore, it was honoured with the Platinum Award for best packaging at the prestigious 2025 CLAP Awards.