Barcelona City Council has committed to saving the iconic Cacaolat sign from demolition at the former Letona factory on Pujades Street. The large sign, a recognised symbol of local design history, was set to be removed, but a last-minute decision will now preserve it.
The Cacaolat drink, a blend of skimmed milk and cocoa, was first launched in 1933. It quickly became a success, offering a new product distinct from the thick hot chocolate common in tea rooms at the time. Its distinctive typography became an immediate icon.
According to Enric Satué, an expert in design history, the 1930s marked a golden age for design and typography in Barcelona. This decade, despite the Spanish Civil War, saw a significant shift where everyday products, from detergent to toilet paper, featured beautiful packaging. Design became accessible beyond the wealthy elite, and Cacaolat emerged during this aesthetic revolution.
Preserving Design Heritage
The decision to save the sign reflects its importance as a piece of Barcelona's industrial and design heritage. Many similar signs have been lost from the city's urban space over the years. This rescue ensures that a tangible link to a period of significant aesthetic innovation will remain.
The council's move highlights a growing recognition of the value of preserving such urban elements. Further details on the sign's restoration and its future placement or display are expected to be announced.
