Sugar Papi. Drop 005. A sweet trip across Spain.

DROP 005 was Sugar Papi's first-ever advent calendar, featuring chocolates inspired by traditional desserts from different cities across Spain.

The Challenge

With just two weeks to develop the concept and visual universe, the challenge was to transform a simple brief into a distinctive, playful and nostalgia-driven brand experience. The goal was to create an advent calendar featuring chocolates inspired by traditional desserts from across Spain.

The Concept

I've always been fascinated by souvenir aesthetics and the kitsch universe surrounding them. It's a visual language I've explored since the beginning of my career as a designer, but also something deeply personal. I grew up surrounded by fridge magnets, a family tradition I've carried on as a collector of weird and unusual souvenirs.

This personal connection inspired the concept: a fridge covered in magnets representing traditional desserts from across Spain. Each chocolate became a little souvenir from a different city, turning an everyday object into a playful experience that connects food, travel and nostalgia across generations.

Creative Direction

I developed a collection of custom souvenir magnets representing the different desserts, using generative AI to explore shapes, textures and playful interpretations of each product.

These elements became the foundation of a flexible visual system, connecting packaging, product storytelling and campaign assets through a recognizable concept.

Impact

From concept to sold out. DROP 005 gained viral attention across social media, and its advent calendar packaging sold out.

The final product was further developed by the Sugar Papi team, introducing some modifications to my original proposal while preserving the core creative concept.

What started as a simple brief became a recognizable product experience that connected with audiences beyond the brand's existing community.

Beyond the Drop

Beyond DROP 005, I worked with Sugar Papi as a graphic designer and art director, contributing to packaging, product design and brand communication.

My role extended beyond traditional graphic design, from developing chocolate bar moulds to coordinating with packaging suppliers and production specialists.

Working across unfamiliar disciplines pushed me outside my comfort zone, strengthening my ability to adapt, solve problems and turn creative ideas into production-ready outcomes.

Building on Sugar Papi's existing visual identity, I refined and expanded its library of AI-generated emojis, improving their aesthetics and consistency while giving each product its own playful personality.

Reflections

This project challenged me to turn a minimal brief into a complete creative universe within a very limited timeframe. It reinforced my ability to make quick creative decisions, use AI as a production tool and build coherent visual systems under pressure.

Above all, my experience with Sugar Papi taught me to move confidently between creative direction, graphic design and physical production, finding solutions even when the process went beyond my previous experience.