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About

About

Viva la #Mexican #Food - digitally painted key visual of energetic sombrero made entirely of food. Find out more at www.valpnow.com
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Viva la #Mexican #Food
VIVA LA #MEXICAN #FOOD
Key Visual
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I was asked to make a concept and design new key visual for Polish company – Arriba – focused on importing goods from Mexico and producing their own products inspired by mexican culture. 

The idea for this project is to bring all key elements into one place – from colours of mexican flag to most recognisable cuisine ingredients like bean, corn, nopal cactus, jalapeño, chilli and, of course, nachos! – and make them look fresh and well tailored to company mission and identity. It's worth of mentioning that original Arriba's logo represents sombrero from the top. Brands colour and characteristic elements from logo were incorporated into the artwork.
 
A pinch of cosmic swooshes and energetic sombrero comes to live!

Art direction and digital art: Valp Maciej Hajnrich
Client: Arriba s.c.
 
 
 
KEY VISUAL
 
 
 
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INSPIRATION + ART DIRECTION
 
The inspiration was obvious and the art direction was to bring all those elements into one piece. Arriba's branding elements from logo are subtly incorporated into the artwork and mixed with mariachi's sombrero, cosmos and tasty mexican food. 
 
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PROCESS
 
 
Step 1
The very first step in this project was to investigate the perfect shape of flying sombrero. I've made several quick drafts to see which angle works best and how it will fit into the composition.
 
 
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PROCESS
 
 
Step 2
This shape looks nice but it's a bit boring. The goal is to make it full of tasty vegetables and bring a lot of energy to the image. So next step is to nail down the general feel of the artwork and prepare tests with various background colours, for example.
 
 
 
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PROCESS
 
 
Step 3
From now on it's all about placing all those veggies in right place, but in high-resolution. I've combined my favorite techniques: photo manipulation with digital painting. Lot of resources came from stock photography and my goal was to give them a bit more artistic touch.
 
 

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FINAL ARTWORK
 
 
Final artwork is designed to be placed on various background colours and textures.
Here is an example of bright canvas.
 
 

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CLOSE UPS



 
 
 


VIVA LA #MEXICAN #FOOD
Key Visual


More info about my work: www.valpnow.com

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MUCHAS GRACIAS!