Molaría called me to develop side by side one of the two proposals that were submitted to the contest of the new packaging of Areas, led by the agency Carlitos y Patricia. It’s always a big honour and a great pleasure that renowned collegues count with you to make a new project.
For those who doesn’t know, Areas is the leader company of what is known as Travel Retail, with a strong presence in highways and airports of half of the world. They want to change the food packaging served in theirs motorway service areas: MEDAS, ARS and La Pausa, since all their menus will be improved.
Carlitos & Patricia decided that our participation in this contest should go further than just reach a good design, I mean, they wanted also add a concept and an idea applicable to all packaging and any other piece of communication in the present and in the future.
So we did. First of all, we made an internal presentation of the new concept, and it was very sucessful. Finally, we made all together some adjustments, and after that, the proposal was submitted to Areas. At last, we ended up winning the competition and developing the project.
And that’s the way, “¿VAMOS?” was born. The concept stars the new expendables of the service areas. It is an invitation to travel, made with manual lettering of Alejandro Santos and developed with typical spanish expressions like “Vamos a Ponernos las Botas.” “¿Vamos a Coger Fuerzas?” or “¿Vamos a Hacer Buenas Migas?”.
For the moment, the idea has been applied to basic pieces like, tablecloths, take-away bags, napkins, signage elements,
and even for sandwich wrapping paper and hot tapas.
But, the concept has been developed wider, deeper and bigger. Probably, it will be only applied in these pieces of the packaging, which is actually, what was asked at the original briefing.
Fortunately all parties involved in this adventure were satisfied. Appling concepts and communication strategies, to funcional pieces, that usually are covered with graphic design, means to add more value.
Beautiful things are cool and design concepts works, but they are even more powerful, if you introduce a message that connects with the audience.
Maybe it’s time to stop the branding execution based only on design concepts, functionality, eternal powerpoints and very boring strategic brand identity manuals, often abstract and imperceptible to the public.
Maybe it’s time that the branding aquires the concepts and the expressions of the common people.
Creative Direction: C. González. P. Luján
Art Direction: B. de Arteaga
Copywriter: M. Rufilanchas
Lettering: A. Santos
Copywriter: M. Rufilanchas
Lettering: A. Santos
Product: Packaging for MEDAS, ARS & La Pausa expendables
Client: Carlitos y Patricia
Client: Carlitos y Patricia
