Shimmy, shimmy, shake.

I bought this for the logo, font style and the brand name. Having worked for a Barcelona-based trade development organization for five years, I’m partial to Spanish brands. This is mild paprika, which in Spanish is pimentón dulce (dulce literally means “sweet”).

Turns out this company from Alicante (southeastern Spain) has been flying since 1918! They took off with a brand of food colorings called “El Aeroplano,” which also means airplane, but that term is less modern for the winged machine we know today. La Cadena (chain) is their brand of food coloring sachets, whereas saffron, paprika, other spices, seasonings, nuts and herbal teas are branded El Avión.

Slow to reach altitude, however, is the website, which had been circling the tarmac since 2009. Too bad it’s no longer got any content, because they could have really covered some ground in reviving the beautiful vintage packaging labels and promotional posters for saffron from the 1930’s and 1940’s.