Arcos
2024© Project developed for Culdesac
2024© Project developed for Culdesac
This project was made possible thanks to the contributions of:
Steve Casquero, Cesar Soto, Miguel Ramal and Alicia Valero Sanchis.
Steve Casquero, Cesar Soto, Miguel Ramal and Alicia Valero Sanchis.
Arcos is a benchmark in cutlery, present in Spanish households for over 200 years. Throughout this time, they have worked not only to enhance the quality of their products but also to strengthen an international vision. This evolution led to the need for a holistic approach where the product, its packaging, and its retail presence are part of a unified brand strategy. This new positioning had to reflect its history and origin, complete dedication to product quality, and the underlying philosophy and culture that, as a Spanish brand, they embrace innately.
1. More than a claim
Our passion for sharing gives birth to the new “Cut to share” brand claim and gives purpose to all future communications.
Our products empower people to cut and share what we value most in life – great food with the people we love.
Our passion for sharing gives birth to the new “Cut to share” brand claim and gives purpose to all future communications.
Our products empower people to cut and share what we value most in life – great food with the people we love.
The drive to internationalize the brand, especially in the U.S. market, highlighted a strong alignment between the cultural values of Spain and those of Arcos, enabling the creation of an authentic and solid brand platform.
This positioning is crystallized in Arcos’ Brand Purpose, expressed in the claim, "Cut to Share." This connects the functionality of the product with one of the most fundamental values of Spanish culture: the passion for sharing. Arcos thus symbolizes the desire to create and share the best with others.
ARCOS – IT'S NOT ABOUT A LOVE OF COOKING; IT'S ABOUT A LOVE OF SHARING. Because a knife is something shared. It is passed from hand to hand in the factory, from one person to another in the kitchen. In industry, at the table... Because a knife doesn’t belong to anyone.
ARCOS – IT'S NOT ABOUT A LOVE OF COOKING; IT'S ABOUT A LOVE OF SHARING. Because a knife is something shared. It is passed from hand to hand in the factory, from one person to another in the kitchen. In industry, at the table... Because a knife doesn’t belong to anyone.
Packaging Redesign
The redesign of Arcos' packaging responded to a key directive: to remove the transparent plastic front that previously displayed the product. This change brought the challenge of competing visually on the shelves while maintaining the brand’s core values and standing out from the competition.
We approached the removal of the transparent front as an opportunity, creating a new perspective on creativity for Arcos. For Arcos, creativity means the ability to solve problems pragmatically, inspired by the workshop spirit, where craftspeople find efficient solutions—reflecting Arcos’ values of quality and innovation.
Modular System and Product Architecture
We also developed a modular system adaptable to the brand’s diverse product families. Given the complexity and variety of Arcos’ offerings, a flexible and replicable solution was essential to organize the product presentation in a coherent and clear manner.
The vertical layout design, now aligned with the knife, allowed for a clear and organized presentation of the logo and technical information while also establishing a strikingly unique look. This not only enhanced readability but reinforced the brand’s key attributes: precision and quality. The packaging became a distinctive element that reflects Arcos' unique language.
As a solid and well-recognized brand, the goal was not to make radical changes that would alter its essence. Instead, an optical adjustment was applied to the logo to refine its typography and align it with the new packaging and digital media requirements.
The new packaging established a coherent and competitive visual system, applicable across the entire product range. This design has strengthened Arcos' identity as a brand with its own language, aligned with its values of quality, functionality, and creativity.
Cut and Share: The Evolution of Arcos’ Communication
To connect the essence of Arcos with its audience, we drew inspiration from Spain’s rich artistic tradition, from Baroque and Flamenco to Pop Art. This creativity, present in everyday life and in the kitchen, was embodied in a platform that seamlessly unites Spanish culture with the brand.
In this way, Arcos not only represents products but serves as a bridge between Spanish culture and consumers, creating an authentic, contemporary connection that reinforces its identity.
We have consolidated the beginning of a new positioning for Arcos, merging its tradition with a modern narrative that connects deeply with its audience at both local and international levels. This strategic and creative approach has allowed the brand to evolve without losing its essence, adapting to the challenges of a global market.
A special thank you to Culdesac for their collaboration on this project, and to Arcos for the trust placed in this renewal process.
