Jamón is a common traditional food served in special moments no matter festivals, weddings or reunions... This packaging concept aims to celebrate Spain’s culture by capturing the vibrancy of its character. 

This product is 100% Ibérico Spanish ham. You can see from the window shape, as it represents a direct reference to the idea of hanging-dry process, as well as to the texture from the natural meat, which are crucial to the quality and distinction of this exquisite product.

“Rico” (in white) is a Spanish expression used to mean when something delicious and abundant. The vocabulary is hidden in the word of ¨Ibérico¨, which is to play with this idea, representing double meaning, just like in product itself.

Coming from the nature of the concept, the packaging system is made out of two parts, one reserved to the function of the packaging; in the other hand, used to reinforce the Spanish character through the diverse use of typefaces and colors.