In the conceptual phase of the project, we studied the breadsticks origin and found a very interesting story. Between 1792 and 1794, in the port of Louisiana, New Orleans, the galleys square, under Spanish control, could be found, and it consisted on Venganza, Phelipa and Castilla, accompanied by the galleys Flecha, Activa and the Rayo gunboat. At that time, the breadsticks and their variety were the star products, since they withstand the time needed for the colonization. Besides, they link the consumer with their homeland.
Given the transcendence of this product’s origin, we decided to call the brand Felipas, honouring one of the galleys of that port. The slogan of the brand is summarized with the word “conquerors”, mentioning the ship’s and the product’s purpose: conquering the appetite.