Experiencing Gibraltar through its culture, history and cuisine.
Gibraltar Food Tours
Gibraltar Food Tours is a guided culinary experience that takes visitors through a curated selection of local restaurants, using food to explore Gibraltar’s history, culture and identity.
Built around the idea that Gibraltar’s story can be told through its cuisine, the tour offers an intimate alternative to traditional sightseeing. Led by local guides, it gives visitors a way to go beyond familiar landmarks and experience Gibraltar through conversation, storytelling and food.
"I wanted to say what a top job the team have done with GFT. Everyone is mentioning how much they love the branding and everything they're seeing on socials! I'm also in love with everything that has been produced."
Daniel Sanchez
Founder, Gibraltar Food Tours
The founder of GFT had experienced food tours around the world and recognised a clear gap in Gibraltar's visitor offering. While the territory has a well-established tourism product, there was nothing that matched the intimate, story-led culinary experiences found in other cities.
The opportunity was to create something shaped entirely by what makes Gibraltar distinct. Through the dishes served along the route, visitors could begin to understand the communities, cultures and histories that have shaped Gibraltar over time.
Our strategic work began with a workshop and first-hand exploration of the tour route, visiting the restaurants, understanding the significance of each stop and working closely with the founder to define what he wanted the experience to feel like.
We quickly came to understand that the tour was not solely about food. Food was the entry point, but the experience itself was about what food facilitates: gathering, sharing, learning and connecting in good company.
This reframed food as both a cultural and conversational bridge. Through the dishes served along the route, the tour could bring people together while opening up the stories, histories and influences that have shaped local life.
Copywriting opens the door into local culture, weaving Gibraltarian turns of phrase, Llanito references and phonetic pronunciations into the brand. This invites visitors to familiarise themselves with Gibraltar's unique linguistic quirks, while making the dishes themselves feel more accessible and familiar.
The typographic pairings are joyful in nature, leveraging an interplay between a hand-written typeface, a monospaced serif and a typewriter-inspired sans serif to humanise the brand and reinforce the intimate nature of the tour.
Illustration adds a healthy dose of personality to the GFT world. Each of the six tour stops was given its own illustration, depicting the dishes served along the route in ways that feel whimsical and humorous.
Together with a palette inspired by Gibraltar's national colours, these elements come together to form an identity that is clearly grounded in place while authentically capturing the feeling of the tour itself.
Gibraltar Food Tours launched with strong local support across social media, helping legitimise the business as a new local start-up and establish early credibility within the community.
Within the first few weeks of launch, the business began receiving bookings, creating early commercial momentum and validating the need for a more intimate, story-led way to experience Gibraltar.
As Daniel Sanchez, Founder of Gibraltar Food Tours, shared: “Everyone is mentioning how much they love the branding and everything they’re seeing on socials. I’m also in love with everything that has been produced.”
Case details
The founder of GFT had experienced food tours around the world and recognised a clear gap in Gibraltar's visitor offering. While the territory has a well-established tourism product, there was nothing that matched the intimate, story-led culinary experiences found in other cities.
The opportunity was to create something shaped entirely by what makes Gibraltar distinct. Through the dishes served along the route, visitors could begin to understand the communities, cultures and histories that have shaped Gibraltar over time.
Our strategic work began with a workshop and first-hand exploration of the tour route, visiting the restaurants, understanding the significance of each stop and working closely with the founder to define what he wanted the experience to feel like.
We quickly came to understand that the tour was not solely about food. Food was the entry point, but the experience itself was about what food facilitates: gathering, sharing, learning and connecting in good company.
This reframed food as both a cultural and conversational bridge. Through the dishes served along the route, the tour could bring people together while opening up the stories, histories and influences that have shaped local life.
Copywriting opens the door into local culture, weaving Gibraltarian turns of phrase, Llanito references and phonetic pronunciations into the brand. This invites visitors to familiarise themselves with Gibraltar's unique linguistic quirks, while making the dishes themselves feel more accessible and familiar.
The typographic pairings are joyful in nature, leveraging an interplay between a hand-written typeface, a monospaced serif and a typewriter-inspired sans serif to humanise the brand and reinforce the intimate nature of the tour.
Illustration adds a healthy dose of personality to the GFT world. Each of the six tour stops was given its own illustration, depicting the dishes served along the route in ways that feel whimsical and humorous.
Together with a palette inspired by Gibraltar's national colours, these elements come together to form an identity that is clearly grounded in place while authentically capturing the feeling of the tour itself.
Gibraltar Food Tours launched with strong local support across social media, helping legitimise the business as a new local start-up and establish early credibility within the community.
Within the first few weeks of launch, the business began receiving bookings, creating early commercial momentum and validating the need for a more intimate, story-led way to experience Gibraltar.
As Daniel Sanchez, Founder of Gibraltar Food Tours, shared: “Everyone is mentioning how much they love the branding and everything they’re seeing on socials. I’m also in love with everything that has been produced.”
Like what you see?