First container of La Española in 1941
This is how the history of La Española began. With a very unique design, typical of the era and totally in keeping with the quality of the product.
The founder of La Española, Alfredo Alberola Balaguer, who was also the owner of the technical office Comercial LAO, the name given at the time to what were later known as advertising agencies, called on the famous painter José Balaguer Bienzobás, who was the brother-in-law of Alfredo Alberola Sempere, the founder’s father, to design the entirety of the first packaging for La Española anchovy-stuffed olives.
The painter’s contribution went beyond design, because in the first metallographic printers it was necessary to paint directly on the plate, which required not only creative and artistic skills, but also specific printing know-how.
The central character of this design became the protagonist of all the brand’s communication, which reached its maximum expression in the television campaign in which he sang “La Española is an olive like no other”. This phrase is still known and recognised by consumers today and is fully associated with the brand.
