Conceptualization and design of El Corte Inglés Selection Masterbrand. The awards and recognitions universe inspire the brand asset of the new premium brand of El Corte Inglés. A proposal that combines gourmet, traditional and denomination of origin products under the same packaging architecture. The proposal articulates the design through a transversal band that divides the pack into three parts and serves to organize all the information and creativity of each category. Based on this architecture and the definition of the Masterbrand, small families of products are designed.