Globalization has made the Spanish cities positioning at the same level of cities like Berlin, Shanghai and Melbourne. Young Spaniards have traveled, have a global vision of society understanding the aspects that describe the spanish identity. This phenomenon has led to an increasing tourism waves visiting the Spanish cities, seeking to live the authentic local identity.

“Queca” brand is aims to create a character with a very strong identity. The naming claims calling someone by a nickname and that’s a sign of style. It means looking at the differential aspects of the Spanish personality, and bring to a strong, sensual, intense and memorable identity. Queca is a social, traveler and discerning woman. One approach that has made be well positioned and she likes to share premium experiences wither friends. She is very interested in fashion and trends with an expanded online life as “It Girl”.

Not only was important to define Queca’s identity but the communication campaign too. We wanted to emphasis Queca’s lifestyle diary so we considered Instagram as the best social network to share this content. Taking into account the importance of the aspirational content that Millennial target consumes we decided to create a brand that is very visual and based in recommendation channels. .

“Cuando estoy en España, salgo del trabajo y llamo a mis amigos para tomarnos una sangría fresquita con frutas en alguna terraza de la ciudad. De allí no nos marchamos hasta que el sol se apaga y nos duele la cara de reir. I love the Spanish way of living” -Queca.