Conceptualization, packaging design, naming, copywriting, and creative direction for Fundación San Juan de Diós and the artisan biscuit maker El Rosal. Both entities come together to produce and market the Barquillos Optimistas de San Juan de Diós with the aim of raising funds. A popular Christmas product with messages inside inspired by anecdotes from the people assisted or from the staff of the different centers of the Foundation. Each message is accompanied by an illustration of a person, transmitting the diversity that characterizes so much in the different areas of the Foundation. 
Packaging in two languages, where the image of a barquillo and illustrated extremities come together, projecting a fresh, contemporary, and close image of a person (the center of both entities) whose final result reminds us of a hug. A product that in the supermarket line seeks to attract attention with personality.