Aranaz
Casa Aranaz · 2019 · Madrid · Packaging
branding
packaging
labelling
illustration
freelancer
PROJECT
In 2019, Casa Aranaz produced a limited oil badge and I was commissioned with the labelling and packaging design.
This company is a Spanish family business, committed to culinary excellence, that
offers high quality products based on national ingredients.
DESIGN TASK
As a starting point, I was given the old labels and the mandatory requirements for FMCG (Fast-Moving Consumer Goods) labelling design. My task was to redesign it into a luxurious proposal that highlighted the excellence and exclusivity of the product, at that at the same time elevated the brand.
WORK PROCESS
Immersion & Aligment
I understood that the brand’s values lay in its years of experience, generational family recipes, and passion for tradition. I also found out that the target public was highly selective, consisting of luxury-end consumers, loyal customers and close friends of the family.
I analyzed and questioned every aspect and piece of content from the old design, and quickly began envisioning possible improvements and ways to enhance it.
Old Design
New Design
Label
For the label redesign I was convinced of minimalism, since the premium product brought the main value itself. I decided to make the concept very straightforward and use an olive tree branch, since the mental relationship for the customer is already made. I sketched an illustration, simplified it and adapted it to what i had in mind.
Logotype
The logotype underwent minor adjustments in the positioning of the text elements, as well as a brighter hue on the color for rereshment. The font was replaced by a much more stylized typeface that was easier to read and contributed to unclogging the label design and keeping it tidier, providing more air.
Since the family business was rooted on tradition and the project was focused in this spefic product, i was limited to develop and entire rebranding.
Thanks to all the simplifications, the spaces between elements in the label were also modified, allowing everything to breathe and enhancing the visual appearance and hierarchy.
FINAL DESIGN
FINAL REFLECTION
This project was particulary fun and interesting for me to explore creative solutions for contributing to the growth of a local business. It posed a challenge for me to design a label that reflected the brand's values while ensuring its visual appeal and marketability.