Series of illustrations about Galician iconography for the campaign for the arrival of ALDI in Galicia (Spain) and the opening of its first store in Santiago de Compostela, 2021.
Client: ALDI
Agency: DDB Spain
Project manager: Natalia Gual
Illustrations: Carlos Arrojo
A collection of twenty five representative elements of Galicia, especially related to its gastronomy, but also to its landscape, culture and traditions. I have tried to represent each motif in a simple, clear and attractive way, using geometry to simplify details and playing with lines to give texture to the designs. The choice of blue is due to the fact that it is a color closely linked to Galicia, due to its reference to the sea and the Galician flag.
Some samples of the geometric synthesis process applied to the different elements. The objective was to synthesize each piece using only lines, trying to create clear and simple figures. To give unity to the whole, I drew most of the shapes on a grid of 45º diagonals and wefts with parallel lines of equal spacing.
The illustrations were applied on different media, such as the windows of a building, product advertisements or tote bags:
If you are interested in learning about this style check out my course in Domestika:
Hope you liked it and thanks for watching!
