Please note that this project was undertaken as a personal exercise
to challenge and enhance my skills in Art Direction.
Completed within one week, it served as a self-imposed challenge
to push my abilities to the next level.
En la Mesa
Natural juices
En la Mesa is a new, vibrant juice shop nestled in the heart of Madrid, Spain. The client, already established
as a market leader in the region, sought a fresh new identity for their company. The primary challenge lay
in crafting a brand identity from scratch, with minimal direction from the client regarding their desired aesthetic
or preferences.
I chose to develop the new logotype by hand, imbuing it with a crafted appearance that echoes the handmade quality of the product itself. The rounded forms of the letters evoke the organic nature of the juices they offer, while careful attention was paid to contrast, visual appeal, and legibility.
The color palette was carefully curated, divided into two sections: those associated directly with the brand
and others tied to specific flavors. The former aimed to convey freshness and natural ingredients,
employin a consistent use of two colors with exceptions made for particular cases.
Print materials were designed to minimize ink usage and maintain a natural appearance,
utilizing 100% plastic-free or compostable packaging materials.
Ultimately, the proposal envisions the new shops as hybrids between supermarkets and coffee shops,
offering a unique blend of convenience and ambiance.
