“Eso tan nuestro”
PACHARÁN ZOCO
Turning sobremesa into a living cultural narrative
Refresh Pacharán Zoco’s visual identity while preserving its authenticity and cultural heritage in a category where tradition is often reduced to aesthetic cliché.
The challenge was to modernise the brand without diluting its role as a genuine part of Spanish social culture.
In Spain, the sobremesa is not a trend, but a deeply rooted cultural ritual.
It is a shared emotional space where conversation, time and connection extend beyond the meal itself. Zoco has been part of these moments for generations, making it a natural cultural reference within this tradition.
CREATIVE STRATEGY
We positioned Zoco not as a heritage brand to be modernised, but as a living cultural element already embedded in everyday Spanish social rituals.
Instead of “refreshing tradition”, we focused on revealing its contemporary relevance through the emotional language of shared moments.
IDEA
We created a contemporary visual and narrative universe around the concept of sobremesa, treating it as a cultural space rather than a consumption moment.
The campaign highlighted real, everyday fragments of connection, conversations, pauses, gestures, elevating them into a modern storytelling system for the brand.
On social media and digital platforms, the campaign reframed these moments as the true essence of Zoco: not nostalgia, but continuity.
PRINT AD
Creative Director: Natalia Arias - Sr. Art Director: Débora Hillert - Copywriters: Ana Benitez, Laura Carmona
@2026