Abadía Española
Illustrators & designers -
Marta Terrazas, José Luis Casao Client -
Cervezas Abadía Design agency -
TSMGO
Creative director -
Ricardo Moreno Rodríguez Completion -
2015
The aim of this project was to completely redesign the packaging in such a way that remained faithful to the original essence of Abadía Española. While demonstrating the value of its origin, the new brand image was to use disruptive design alongside a minimalist aesthetic of purity and balance. The design was to be immediately striking, using unique storytelling to reinforce brand value. The story uses its medieval history of the abbey to focus on the cult of finely crafted beers in Abadía Española. In tribute to the abbeys that illuminated dark times with devotion and knowledge, the aesthetic of this proposal comes from the Romanesque architecture. The purity of its beauty, devoid of excessive ornament, inspires the harmony and careful balance of the design. The simplicity in the composition of the elements as well as their synthesis dominates in the set. Pilsner is a miniature abbey doorway, personalizing the classic version of the beers, reminiscent of characteristic representations of medieval illustrations that maintained a flat, two-dimensional perspective. Lager is the spiked cross, unmistakable symbol of the cult to artisan beer professed by abbots. Seven Malts is the condensed geometric patterns in the codices of the abbots of the precious illuminated manuscript. It is an icon of culture and wealth of medieval abbeys, and the highly adorned number seven is a perfect symbol to illustrate the seven malts that embody this beer. The palette of fluorescent colors glow in the dark as a tender reference to the figure of light that abbeys longed for during long centuries of darkness. Its phosphorescence is the perfect way to remain faithful to the origins of Abadía (Abbey). The fluorescent colors on a white background (pure tone symbolizing excellence), in addition to balancing the design, enhances the contrast of the fluorescent hues (coral, orange, yellow, green). Brief texts about the life of the artisan abbots are superimposed on the illustrations as commemorative messages. Finally, a synthesis of period rose-window design configures a series of three geometries inspired by these common elements in religious architecture.
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Reflecting the Differentiation
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