EL LARGO

Building a melon brand under the name “El Largo” — a word that means “something stretched”. It comes from Joaquín “El Largo”, the grandfather of the third generation now leading the company. We had to turn that name into a recognisable brand. We removed fruit stickers and replaced them with an elastic band that wraps around the melon and stretches, materialising the name. This led to the line “Stretch the good”, extending moments linked to melon: summer, sharing and after-meal conversations. A label that not only identifies the product, but allows the brand to continue beyond it.