Specials – The Branding Studio

SPECIALS | Spain | specials.es

A bold new spice brand for a new generation of food lovers.

In 2022, we were approached to create a brand from scratch. No name, no packaging, no positioning — just an ambition: to revolutionize the world of spices and bring them back to the center of the kitchen experience. The challenge was not only to break into a saturated market but to do so with a unique voice, a strong attitude, and the ability to resonate with both gourmet consumers and mass audiences.

The solution

We began with the name: Specials — a play on the words “especias” and “special.” From there, we built a brand with a clear mission: to give spices the spotlight they deserve and to elevate everyday cooking through unexpected, bold flavor blends.

The tone of voice was unapologetically daring: irreverent, playful and direct. No clichés, no rustic tropes. Specials challenges the traditional codes of the category with an attitude that’s loud, modern and full of character. The packaging reflects this vision with bold typographic compositions, bright color accents and disruptive messaging. Each product is a statement, designed to catch your eye on the shelf and spark curiosity in the kitchen.

Beyond aesthetics, we crafted a strategic narrative around the idea of flavor as experience — something emotional, sensory and elevated. This approach allowed us to position Specials not just as a product, but as a lifestyle: the go-to brand for people who love to cook and experiment, who want to surprise and be surprised.

The brand rollout

The launch included packaging, visual identity, brand storytelling and digital assets, all unified by a strong, distinctive personality. We created engaging product names, tone-of-voice guidelines, and a social media approach focused on community, playfulness, and high-impact visuals. To build traction, we collaborated with a well-known influencer who brought the brand into the spotlight, helping us reach a wider audience while staying true to our edgy DNA.

Specials challenges the traditional codes of the category with an attitude that’s loud, modern and full of character.

Results

From a non-existent brand in 2022, Specials has grown into a national gourmet reference. It’s now available in major retailers and supermarkets across the country. With a community of over 10,000 followers and growing, the brand continues to build awareness through a mix of bold design, strategic partnerships, and authentic storytelling.

Specials has redefined how people look at spices — not as a background ingredient, but as the heroes of the kitchen.