Mercabarna Fast Pass

Mercabarna is one of Europe’s largest wholesale food markets, located in Barcelona, Spain. It serves as a vital hub for the distribution of fresh produce, meat, fish, dairy, and other food products, connecting suppliers, wholesalers, retailers, and food service providers. Known for its modern facilities and focus on sustainability, Mercabarna supports the food industry by optimizing logistics and fostering innovation. It also plays a significant role in the local economy and international food trade.

Mercabarna aimed to improve the daily access to its facilities with a new fast-track system, and we were tasked with creating both the strategy and the entire visual identity for the campaign. Our team developed a comprehensive approach, designing the graphics, from the passes to signage and digital platforms. We focused on making the experience smoother, more engaging, and visually appealing, adding personality and flair to the fast-access system while ensuring it was user-friendly and aligned with Mercabarna’s brand values.

Industry
Food distribution
Wholesale

Client:
Mercabarna

Creative & Art Direction:
Studio Regina Puig

Hanging Mercabarna Fast Pass with a smiling face design, attached to a rearview mirror.

Banner promoting Mercabarna Fast Pass for quick access with cartoon image of a happy card in a car and text in Catalan. Includes QR code for more information.

The Strategy

The core objective of the Mercabarna Fast Pass campaign was to streamline access to the market while ensuring a user-friendly experience. We started by understanding the needs of the target audience and the values Mercabarna wanted to communicate. This insight shaped our strategy, which blended practicality with creativity.

We aimed to create a fast-track system that not only improved efficiency but also made the process more engaging and memorable for users. By incorporating humor, warmth, and a dynamic design approach, we ensured the Fast Pass experience resonated with Mercabarna’s modern and innovative image.

The Solution

The solution we developed centered around a cohesive visual identity for the Mercabarna Fast Pass system. This included designing animated pass graphics, digital interfaces, and physical signage. Each element was carefully crafted to reflect the brand’s personality and values, with a focus on clarity, accessibility, and ease of use.

The dynamic design features humor and personality, turning a functional task into a more enjoyable, interactive experience. From the moment users engage with the Fast Pass system—whether digitally or at the entrance—the campaign effectively communicates both efficiency and approachability, reinforcing Mercabarna’s commitment to innovation and customer satisfaction.