History of Branding

The use of branding on Spanish produce dates back to the country’s golden age of citrus exporting in the 1920s and 1930s. “They realized if they exported oranges with a name, they would sell more,” says Leandro Lattes, the creative director of Spanish design studio El Vivero, which curated the exhibition.

Valencia oranges are famous around the world today, but when the export was booming, having a name like “Infinita” or “La Soculente” (The Succulent) helped businesses, often small family-run affairs, stand out from the crowd.