Camino Mitad is the story of a small family-company that gathers the richness of Navarra, in Spain, in a form of simple and good quality products.
It is the adventure of three siblings united by the same values: respect for small-scale producers, commitment, deep-rooted connection to their origins and their own passion for food and drink.
Workship was asked to work on Camino Mitad's naming and visual identity as well as on the packaging for different product lines. The visual identity was inspired by Rioja's taste, the land's textures and the hands that bring this produces to life.
The idea behind the packaging was, on the one hand, to create a standardised array of labels that could be applied on different product containers and materials (jars, boxes, bags…). And on the other hand, standardised custom foldable ecologic Kraft paper boxes and envelopes that meet the needs of all of the variety of their produces at a lower cost of production and without downing its premium quality product look.
It was crucial to develop visual content to be used in a variety of online and offline supports with a narrative that took the brand away from selling products and towards experiencing the origin of the products, and thus the brand itself.