A fun and typographic proposal for the CATA LA LATA competition, which seeks to break with the conventional visual trends of canned food packaging.
- The brief
- The proposal
The Cata la Lata competition, organised by ANFACO-CECOPESCA together with the Banco Sabadell Foundation, is aimed at young designers with the objective of developing a packaging design for canned fish and seafood. This design will be used in the promotional campaign ‘Cata la Lata,’ highlighting the versatility and nutritional value of these products through an attractive visual proposal. In addition, the competition promotes creative talent, offering designers under the age of 35 the opportunity to showcase their work in a professional and cultural context, contributing to the modernisation of the image of the canning industry and adapting it to current trends.
To develop my proposal, I focused on ‘thinking outside the box’ and rethinking traditional canning design elements. Instead of illustrations or photographs as the main element, typography takes centre stage on the packaging, making the product name the first thing that catches the eye.
This typographic approach is complemented by minimalist illustrations, which synthetically highlight the basic shapes of each product (sardines, mussels and tuna) for immediate recognition. The modern aesthetic and the contrast between colours chosen according to the product, creates an attractive and differentiating visual aesthetic in the sector, achieving a packaging that stands out in the market and perhaps connects with a younger and current public, without losing the essential functionality and clarity for the product.
The concept is to do something fun and differentiating within the world of preserves, without losing the function of identifying the product in the packaging.
- In addition... As I always try to do, I wanted to take the project a step further, expanding the graphic universe and giving the visual identity an additional dimension. To this end, animations were developed for the illustrations, generating a dynamic character that makes the use of the design in different formats and platforms more versatile. I also sought to enrich the identity with complementary graphic resources, to be applied in different uses and fit with the aesthetics and personality of the brand.
Likewise, a unique photographic style was developed with an analogue, subtle touch, following the authenticity of the project. This reinforces the connection of the design with a public that values both contemporary aesthetics and the value of craftsmanship, giving the packagingand a brand distinctive personality that not only stands out visually, but also communicates its values in a comprehensive way and differentiates its product in the market.