Customer
Herrilur
Project
Elkarrekin goxo hazi
Year
2021
Customer
Herrilur
Main services:
Brand identity
Art direction
Project
Elkarrekin goxo hazi
Year
2021
Sector: Primary sector: Agriculture and Livestock.
Context: Herrilur was founded in Hernani in 2012, and was born as a food consumption group with a clear idea: that the entire food value chain was developed, without interruption, in the town itself. Among its objectives is the creation of a space in which to make its food available to the public. This new space will have a double function: on the one hand, it will serve as a point of purchase and sale where the town’s neighbors will be able to appreciate the quality of the product and, on the other hand, it will act as a place to educate and raise awareness of the value of local agriculture and the benefits of consuming local products.
Challenge: The first challenge was to unify the team’s vision and align the project’s objectives in order to project the brand strategy through a recognizable visual identity that, in turn, would allow us to convey the value and history of the town. Once this objective was achieved, we materialized the visual identity of Herrilur, building a coherent universe with the brand. This challenge has concluded with the design of the experience of the future physical establishment.
Process
Several workshops have been held in order to ground the project strategy and define a framework to guide the development of the visual identity.
Narrative
A logo anchored to the topography of Hernani: the Town and the Land.
Analyzing the topographic profile of the town of Hernani we realized that it is unique. At the top, located on a small hill, lies the TOWN, presided over by the old town. In its lower plane we find the LAND, the rural area of Hernani formed by the rivers and the neighborhoods Karabel, Portu and Zikuñaga.
The first letter of Herrilur, the ‘h’ acts as a link between the TOWN and the EARTH.
Likewise, the diagonal cuts applied to the ends of the letter “h” represent expansion as a sign of the growth of the community feeling of the people.
Thanks to the implementation of the workshop dynamics, a unique approach has been achieved within Herrilur. In addition, these workshops have helped to strengthen the bonds between the members of the group, reinforcing their sense of belonging to the organization.
Chromatic range
Colour palette designed to be fresh, modern and distinctive.
A balanced and characteristic palette has been created by picking up the colours of the landscapes that flood the area around Hernani.
The color that has been chosen as the protagonist has been BRONZE green in combination with other earth colors such as TAUPE brown, CHOCOLATE brown and STONE gray, resulting in a composition that evokes tranquility and serenity. An accent color, MARGARITA yellow, has also been included to convey the vibrations and sparks of spring.
Tagline
A tagline in co-creation.
At Nare we believe that the collaboration and involvement of the client in the process is essential in order to achieve the objectives set out in the challenge. It is the only way for them to understand that each aspect we work on responds to a reason, for them to assimilate the essence of the new brand and, thus, feel identified with it.
Through facilitation workshops and with the participation of the association’s members, a tagline has been created that provides identity and awakens a sense of belonging to the brand among its members.
Typography
Typography with history and tradition.
Sentient Medium breaks with the simplicity of the logo and brings strength and tradition, that is the reason why it has been selected as the main typeface of the Herrilur brand. This serif typeface is robust and its composition is based on old-style forms, combining traditional elements with modern functionality and inspired by the dynamic principle of humanist calligraphy, a perfect choice for this project with a strong sense of community identity.
Main tipography
Secondary tipography
Pictographs
The perfect imperfection.
In order to give the brand a certain humanity and to make it more approachable and accessible to the public, a series of abstract illustrations of local fruit and vegetables have been designed.
In addition to defining the strategy and developing a visual identity that was aligned with it, we have achieved the total drive of all the elements designed and transferred them to reality, materialising in bags, catalogues, cards, labels and signage, all with the same essence.
Graphic
The imago as the basis of the graphic.
Taking as a reference a part of the image, we have created different graphics that will help to complement and reinforce the brand image, as well as support its communication. The application of these graphics allows us to create different stories for different media.
Signage
Key element in the shopping experience.
One of the key aspects to guarantee a good experience has been the design of appropriate signage that would serve both to improve access to the establishment and to communicate to the user what services are offered, where each element is located and the correct direction of the route within the space.
The presence of the brand in the new location has reinforced Herrilur's brand identity. And, undoubtedly, the signage has helped to communicate, raise awareness and educate the user about the value of the brand.
A style guide (brandbook) has been created in order to set the guidelines and criteria for the use of all brand elements, and thus ensure their correct application in any brand expression.
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