Edit (036)
CONCEPT
Two design aspects converge in “EDIT 036”: on the one hand, the concept of customisation, the possibility of the user participating directly in the final configuration of the object; and on the other, the incorporation of the emotional dimension as an important part of the relationship between object and user. Postmodern design reproached the International Style for its coldness, its intransigent determination to focus the project on functionality and production, on the strict values of exchange and use; and it brought to the table all the communicative values of the object — what Baudrillard called sign value — namely, the capacity of the object to represent us, to speak about us, to transmit our lifestyle, and to do so not only on the outside, but also on the inside, to ourselves, establishing an emotional link between the object (in this case the packaging) and ourselves that transcends functionality, that goes beyond.
“EDIT 036” combines industrial techniques with artisanal processes. This is currently a rising trend because it has a direct impact on a product’s sustainability and, moreover, this practice is becoming increasingly widespread in the world of luxury goods, where the excellence and exclusivity of artisanal production — which combines the tradition, uniqueness and warmth of handmade products — is especially valued.
APPROACH
“EDIT 036” plays with two elements, designed under rigorous sustainability parameters: a central glass piece, specially designed, which can be presented in 5 different finishes, and another piece that can be used as a cap and as the base of the bottle. This last piece is presented in 6 different forms, hence EDIT 036, since there are 36 possible combinations of 6 plug geometries with 6 bases. Each of them is offered in 5 materials that, in turn, are presented in 3 different finishes each, so that the user can create his own bottle, choosing the model he wants in glass, cap and base, among 40,500 possible combinations. .
The bottle bears a label with information about the perfume and the logo and is presented in a rigid lined box that closes with a label that is also customizable. The customization process is carried out through a website in which the user sees and decides the different characteristics of each of the components.
Naranja Valenciana
The task was to create a brand to promote, commercialize, and sell the best Valencian oranges and tangerines. It had to be a contemporary, young, fresh, and powerful brand.
There are three relevant applications due to their presence at the time of purchase: the sticker on the fruit itself, the mesh, and the boxes.
We needed the visual impact and immediacy of a logo that would be recognizable, versatile, and easy to apply. Capable of conveying, on its own, that these oranges or tangerines are from Valencia.
The solution has been to create a symbol: an orange circle (which is, in turn, the iconic representation of an orange) with the word 'VALENCIANA' inside, and that serves for both oranges and tangerines.
The symbol is accompanied by a logo, in highs and lows, and in a typography that does not compete with it, ensuring the complete understanding of the message on decontextualized supports where there is no presence of the fruit.
Piel·e Cosmetics
Piel·e is a brand of cosmetic products born with the intention of using ingredients from Spanish agriculture that represent Mediterranean culture. It is aimed at individuals who want to be part of the responsible and sustainable change in the cosmetics industry. We designed the logo with the Larken Thin typeface, which is stable, rich in nuances, expressive, and in lowercase (with appropriate kerning) conveys reliability and closeness. As for the packaging, we have tried to convey the main brand personality traits: elegance, with the predominance of the white background and text composition; sensoriality, through the presence of an die-cut organic shape that reveals the color inside the box, yellow for this first line, and a raised design that interacts with it. The primary translucent glass packaging also reinforces these sensations of softness and sensoriality, which are at the core of this premium brand.
Ecoalf Wellness
Ecoalf is a Spanish sustainable fashion brand that uses fabrics and materials made from plastic waste collected from the sea. In 2022, they decided to launch a personal care line. It was evident that this new line should align with the brand's environmental commitment and positioning. Our involvement went beyond packaging design, as we were engaged from the outset in product concept and development, working collaboratively with the marketing, production, and formulation teams to find the most eco-friendly solutions.
The solution resulted in a line of multifunctional products with environmentally friendly ingredients and processes, including solid and powder products that eliminate the need for water. By removing water, we reduced weight and CO2 emissions during transportation. This allowed us to eliminate plastic bottles and opt for lighter, more sustainable packaging. Additionally, all products are sold for use in specially designed reusable aluminum containers. The packaging, both for the aluminum containers and the products themselves, is made from eco-friendly materials, including recycled cardboard, compostable pouches, and cellulose paste. The graphics serve as a means of communication, explaining the purpose and functionality of each item and the overall line, making it easier for the end customer to make environmentally conscious choices.
For this launch, Ecoalf has opted for an alliance with RNB, a cosmetic group with a pharmaceutical background and over 30 years of business experience in the sector.
According to a study carried out by the technological institute (ITENE), a 74% reduction in CO2 emissions and a 70% reduction in water consumption is achieved compared to equivalent conventional products during one year of use.
Photography: L&C, Ernesto Sampons, Daniel Molina.
Pancracio
Pancracio was a small, local chocolate company with presence in very exclusive shops. In this new phase, the aim is to grow and access broader markets without renouncing its premium positioning and quality. All the elements of the packaging and graphics had to be analysed in depth and a decision had to be made as to which ones to keep and which ones to change. It was decided to keep the logo, which has strength and personality; to use white backgrounds where images and texts breathe; a centred composition, in which the hierarchy of information and balance has been highly valued so that it generates confidence, and an attractive photograph of the product. The result is an elegant and approachable packaging at the same time, in which special attention has been paid to the "unboxing" experience that makes it work perfectly as a gift.
Valencia Tourist Brand
This logo communicates the idea of Valencia as a dynamic city open, modern city that is vibrant and alive with intensity (brand concept: weaddyou agency). It does so by using a graphic device that comes from the world of drawing, from comic strips, where lines parallel to the outline of a figure are used to create a sense of vibration, but in this case it is applied to typography.
Although it is a tourism brand, the conclusion from preliminary studies and surveys was that it should not be centred on the conventional tourism of sun, beach and fun. Valencia is also a major city with ideal economic, cultural and infrastructural conditions for organising conferences and cultural, professional or business events. This is why we have designed a logo in which, even though there is movement in the letters and a vibrating effect, everything is enclosed within a rectangle, which is a compact shape that transmits strength and solidity. At the same time, the result is sufficiently unique and distinctive, within the category of city branding, to be easily recognised and remembered.