Branding, art direction & family design packaging for El Rosal.

El Rosal is a social economy project - a craft bakery that produces handmade biscuits with high quality ingredients - that offers new opportunities to vulnerable people with diversity of difficulties so they can work hard in order to overcome them.

Its most popular product is called Arrugats based on a nice story: 

"Lluís after rolling biscuits and ending up looking like wrinkled, El Rosal realized that imperfect biscuits were delicious!"

The conceptual aim was to develope the packaging as a means to send a message: the simplicity of making really good biscuits by real people - the authenticity (the imperfection) in a crowded marked. That's the reason for its family design: different  people faces (meaning those people who make the biscuits) with a kind of empathy. The same people who sign in the back side of the packaging showing the value of those biscuits. 

Thanks! 

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