Plaza del Sol: A Crisp Bag Design with a Contemporary Twist

Award-winning packaging design that combines folk motifs and humor

The inspiration for Plaza del Sol came from the souvenir objects found in tourist cities across Spain. Estudio Maba collected these graphic elements and created their own language for the brand. The result is a design that celebrates the folk graphic universe with a contemporary twist and plenty of irony. By taking the marked Spanish character and expressing it in new ways, Plaza del Sol stands out from other crisp bag designs in the market.

The design of Plaza del Sol is brought to life through still life photography and set composition. Each flow pack tells a story about folk souvenirs, using humor to engage and entertain consumers. The use of natural elements and carefully composed pieces adds depth and visual interest to the packaging, making it visually appealing and unique.

Measuring 195mm x 320mm, Plaza del Sol is a crisps bag that stands out on the shelves. Its vibrant colors, playful illustrations, and witty messages capture the attention of consumers, inviting them to discover the flavors inside. The flexographic printing technique ensures high-quality and durable packaging that keeps the crisps fresh and protected.

Estudio Maba, the design team behind Plaza del Sol, consists of Beatriz Suarez (Strategy), Miguel Angel del Baño (Art Direction), Jose Lorente (Design), and La Industrial (Photographer). Together, they have successfully created a design that not only showcases the essence of Spanish culture but also brings joy and laughter to consumers.

The Plaza del Sol design project took place in Murcia, Spain, from May 2019 to February 2020. Throughout the process, the team conducted extensive research on classical and folk motifs commonly found in souvenirs and other products. Their goal was to find a fresh and renewed way of presenting these motifs, injecting humor into the packaging without compromising its integrity.

Composing each element with pieces and natural elements to achieve the desired effect was one of the main challenges faced by the design team. However, their dedication and creativity paid off, resulting in a crisp bag design that is both visually captivating and conceptually engaging.

Plaza del Sol has been recognized for its outstanding design and creativity, receiving the Bronze A' Design Award in 2020. This prestigious award honors designs that demonstrate exceptional technical and creative skills, contributing to improvements in quality of life. Plaza del Sol's ability to authentically represent the Spanish culture while incorporating best practices in art, science, design, and technology sets it apart from other packaging designs in the industry.

Plaza del Sol, designed by Estudio Maba, is a testament to the power of design to evoke emotions and create memorable experiences. With its unique blend of folk motifs, contemporary humor, and high-quality production, this crisp bag design is sure to leave a lasting impression on consumers.