Hispanic Market
Rica Herencia Gastronómica
- Client
- Year
The Objective
Grupo Rica wanted to deepen its cultural positioning beyond product advertising by creating a permanent editorial asset that would connect the brand to Hispanic culinary heritage and generate long-term brand equity.
Deliverables
- Editorial Book Design
- Photography Direction
- Digital Edition
- Social Content Adaptation
- Print Production & Distribution
View original project on Behance
Behance (opens in new tab)Corporate cultural initiatives often feel inauthentic — marketing disguised as cultural contribution. Rica needed a project that would be genuinely valued by the community while still serving the brand. The format had to appeal to younger demographics who were not engaged with traditional corporate sponsorship.
We created a premium editorial publication documenting ancestral recipes and culinary traditions, treated with the visual rigor of a high-end food magazine rather than a corporate brochure. Earthy photography, culturally-rooted typography, and editorial-grade art direction elevated the content from corporate CSR to a cultural artifact people would actually keep.
Multi-platform distribution spanning premium printed books, digital editions, and social content adapted from the editorial photography. The physical book became a limited-edition asset distributed through corporate events and retail channels, creating scarcity that amplified perceived value.
“The publication earned widespread cultural recognition and permanently positioned Rica as a guardian of culinary heritage — an association that no competitor could buy through advertising alone. The project generated organic media coverage and strengthened relationships with cultural institutions.”
This worked because we invested in cultural contribution rather than cultural co-optation. By creating something of genuine value to the community — not just another branded content piece — the brand earned a position in cultural conversation that advertising budgets cannot replicate.