Alego

Alego is the desire to provide a sales opportunity worthy of the agricultural products from the Terres de l’Ebre region through the creation of a small physical and online shop.

The idea for the project came from observing the patently few employment possibilities in the area and the need to provide farmers with a decent and profitable income to help them continue cultivating the land and so avoid the acute rural exodus the area is suffering.

All aspects of the graphic design around the brand will be developed, from naming and the philosophy of the back story to the stationery, the website for selling the products and their packaging.

The art direction will always focus on clearly and loyally reflecting the unmistakable belonging to Catalonia’s southern region, and to the coastal culture that is so deeply rooted in this area. This is why I have chosen two approaches: the river course and the blending of the land with the river (watercolour) and the traditional character and knowledge of the ancient farming culture. Allusions to historical farming sack prints can be seen here in the logo app, which is developed on unusual supports, making the idea of putting strengths to good use and reinventing them to lead to original and viable solutions ours.

Aesthetically speaking, the project seeks a minimalist, clean graphic line with essential information only. The typography has been chosen to meet the basic needs of all types of packaging projects, hierarchy and legibility on small items, which is why for the latter I have chosen to reinterpret the well-known DIN in Roman version.

The chromatic range, which varies according to the function of the products in each pack, reinforces the ideas of variety, richness and multiplicity. Belonging to a unitary graphic system is always achieved using watercolours that give a clear sense of river courses, with reflections of water. Similarly, the colours will vary, they will be muted, like the seasons that open the window on to new products each season.

Like the river, the website will flow over a single page in the style of a landing page where information is developed with the philosophy first and the tasks that are carried out to lead to the shop and the areas of contact with the user. To increase the capacity to adapt to user experiences, the website has been programmed to be fully responsive via bootstrap.

Finally, I should add that this project will continue to investigate different areas to find new supports, inks and solutions to move towards complete sustainability not just for the company, but also for all production, transport and packaging phases that affect the products involved.

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