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“For the strains to bear fruit they need something more than fertiliser and work - they need care, they need to be watched over often with the loving gaze of their master or keeper.”
This could be the translation of the quote in Catalan that appears on the label of Raimat 100. The sentence belongs to Raventós, the creator of Raimat, which is today a large winery surrounded by a sea of vineyards that emerged from a desert wasteland and which is celebrating its 100th anniversary with a commemorative wine. Sticking closely to the Raimat style, Raimat 100 is a very limited edition of an extraordinary coupage of Chardonnay and Xarel·lo grapes. Combining an indigenous variety like Xarel·lo with the Chardonnay burgundy one - which Raimat practically introduced to the Iberian peninsula - demonstrates the creative audacity that has always typified this pioneer winery in so many fields.
The design essentially expresses what it is - a very special Raimat wine which pays homage to its founder on the occasion of its centenary. It does this on in almost wraparound label, which focuses the attention on three central elements: the large “100” in gold stamping that announces the Raimat brand name above and the calligraphic text of the quote by Manuel Raventós below. As a highly individual edition, although it is a departure from the design structure of other Raimat products, it breathes the same values through a contemporary and qualitative air that is clean and restrained.
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Amatller Flowers Tins
The so-called Chocolate Amatller “Flowers” are chocolates in the shape of an almond flower - referring to the brand name - which were initially filled with fresh truffle perfumed with "marc de cava", with many more varieties now presented.
For the launch, four different tins were produced for which we selected four old illustrated front covers with floral motifs taken from early 20th-centry Chocolates Amatller almanacs. The attractiveness of the brand’s graphic heritage makes these tins of 12 chocolates a perfect gesture to give as a present or to yourself to add to your collection. The “Flowers” tins are in turn presented in an attractive display tin (image 4) that exhibits the different presentations.
Pastoret Caprichos de Yoghourt
The success of the response to the launching of the Pastoret range under the name of “Caprichos de Yoghourt” (Yoghurt Whims) was key to defining the general direction the company was going to take. Among other consequences, it contributed to defining the positioning which has led to the new design of the brand and of all the products by Lateral Branding.
With eight very attractive varieties, each “Capricho” consists of a creamy, Greek-style yoghurt between two layers of flavours, creating combinations as original and evocative as, for example, a yoghurt with a base of pistachio sauce and finished off with a white chocolate cream.
The initial success of the "Caprichos" was undoubtedly due to the product’s intrinsic quality, as the other factors did not help in this regard. Suffice it to say that they were launched in plastic packaging and with a general appearance inconsistent with a sophisticated and highly priced product profile which had been devised for being served in restaurants. However, the inappropriateness of the appearance did not prevent the product from gaining the esteem of a consumer who found it in gourmet retail stores such as delicatessens, select cooked meat stores, etc.
The development of a new volume for a personal glass pot was the essential step towards ennobling the product’s appearance and not impeding its potential to reach a wider selective distribution, including the catering industry. As an individually sold product, we did not want to conceal the visual attraction of a product with three layers through the glass. All the information on each “Capricho” is concentrated in a booklet tied around the small jar with string. A treatment which emphasises the qualitative and simple line of Pastoret packaging and which seeks to induce consumers to try a product which, when doing so, is so good that it is not forgotten.
Founded in 1150, the Royal Monastery of Santa Maria de Poblet is the most important Cistercian monastery in Catalonia. The contributions of the Cistercian Order, which was founded in Burgundy a little over half a century beforehand, included its assertion of the importance of the monks’ manual work. As a result of this, they played a decisive role in developing European viticulture.
For a wine that arose from the highly individual tradition of Poblet Abbey, we suggested the name “Intramurs” (between walls), as it is made in the monastery’s winery, within its walled enclosure.
The graphic motif chosen is a 12th-century capitular letter from the first Bible illustrated in the Cistercians’ own style, the so-called Saint Steven Harding Bible, named after one of the Order’s founders. This Bible is preserved in the municipal library of Dijon (France), near the original Cistercian Abbey, founded by Robert of Molesme in 1098.
The colours used in Cistercian art and the abundance of white reflect the spirit of monastic austerity. The strong character of the capitular letter stands out in clean and ordered graphic surroundings as corresponds to a wine with a contemporary profile, thus combining tradition and modernity.
La Granja, product ranges
Although La Granja began by making traditional products which very quickly stood out from the norm due to their taste and quality, the company later became a pioneer in breaking new ground. After the traditional ones, they created a range of products to serve dietary-type functional requirements which the first organic bakery products in the Spanish market followed.
When beginning the redesigning process, the current strategy through which various brands had been created in order to group together these different product categories was questioned. In some cases there were up to three cascading brands. “La Granja”, which was in last place as a confidence-inspiring brand and was almost imperceptible. The first recommendation was to support La Granja as a single brand and give it an equal look and position in all its products.
The fact that most bakery products are generally packaged in bags and that their transparency is almost essential is an obstacle to achieving brand identification with impact and value. Image 2 shows what La Granja products were like before we intervened. Taking advantage of a time of change in the packaging lines, we proposed a solution unprecedented in the category, that of adding a cardboard easel on the top closure of the bags. The idea of the easel was basic to enabling the brand-name bias and dignifying the quality of an excellent product. But due especially to the breadth of the range of products on offer, the easel was to be vital to easing the identification of each product and its typology for the buyer. The easel under the La Granja brand name features the description of the product and a side banner whose colour indicates whether it is a traditional product (red) or of a dietary type (blue). In turn, in order to distinguish the organic range, as well as indicating it on a banner (in this case brown), a deeper differentiation, as is the use of completely kraft-coloured banners, was used.