Drawing connections between remote elements is the basis of creativity. In the city of Seville there are more than 25,000 orange trees. And every year much of the bitter oranges they produce are wasted. Only a small part is exported to the United Kingdom to make jam.
On the other hand, bitter orange essential oil is highly valued for its cosmetic and aromatic properties. Why not connect all these junk with the world of cosmetics and create a contemporary souvenir? Benditaluz has based its mission on taking advantage of all these fruits and developing from them natural products of great quality that tourism understands as a souvenir.
Naming
Ana García and her team were looking for a name under which to start shaping their project and materialize it. A brand name with southern resonances and global intentions. And, above all, that it would not limit the brand to the field of bitter orange but be open and allow future growth.
We work together with the client in several workshops to define the essential values and thus narrow down the search for a word that would serve to represent the brand.
Blessed, a word that refers us to the therapeutic and healthy properties of products, and light, expression of the south and element necessary for the growth of life, merged into a single term, gave rise to a new word that perfectly suits The needs of the project.
A contemporary souvenir
The center around which the media and media in which the brand is expressed is gravitated is the packaging of its products. In them, we develop an Identifying visual language. Away from the topics of the world of souvenirs and therefore, attractive to those who want something special.
The idea is focused on creating a skin of botanical illustrations that wrap around the container. A style of illustration that suggests the mix between science and art. That emphasizes the therapeutic properties of the plants used. And that, thanks to the clarity of the illustration, helps overcome the language barrier of the foreign consumer.
We made the art direction of the illustrations of the whole range of products that were created: bitter orange, orange blossom and olive tree, orienting them towards a botanical and scientific style. For this we have the Sevillian illustrator Pablo Vallejo.
A style of illustration that suggests the mix between science and art. That emphasizes the therapeutic properties of the plants used. And that, thanks to the clarity of the illustration, helps overcome the language barrier of the foreign consumer.
