00 01. Irving Penn’s Monography  02. I Woodn’t exist without a designer  03.La Farinera  04.Me Pisan Los Bajos  
05.El Derecho a Delirar    06.Welcome Aboard  07.The Blaze  08.Primavera Sound  09. Joves Inrebels       

LA FARINERA


PACKAGING202325cmx13,5cmThis project reflects on modernity and the speed of today's society, highlighting the importance
of understanding the roots and events that have led to collective evolution to the present day. 
   La Farinera emerges as a project that revisits roots through the recovery of flour craftswomenship and 
its dialogue with contemporary environmental needs. It also addresses the lack of aesthetics in product packaging such as flour and proposes a narrative around na Margalida, founder of "Farines La Farinera", to emotionally connect with consumers and promote local consumption. 
Sustainability is key, reflected in the use of environmentally friendly materials and processes.
    La Farinera advocates for proximity, sustainability, and tradition, aiming to revalue an essential product and captivate consumer’s interest with an attractive and balanced design. 


A list of 5 names is made [Blat Tendre, Molí vell, Quatre Mòltes, Farinetes, La Farinera]. Each of the names is related to the world of farming, while La Farinera is a name that provides identity, personality, and manages to empathize with the buyer as it tells the story it carries with it.

ICON

To create the icon for the front of the flour package, an aerial view of the crop fields is taken as a reference. 
The shape is extracted and a set of geometric ridges is created.



GRAPHIC LINE OF THE PACKAGING
The front of the packaging contains the logo, the icon, and all the nutritional and dietary information relevant to each product. Among these products is wheat flour, the first product made by Margalida, the founder. Later, Carme added whole wheat flour to the line, and finally, her daughter Elisabet introduced bread flour.



On the back of each package, there is an explanatory text about the history of the three millers. 
This text is presented in an informal manner to engage the audience and spark interest in their story.



THE RESULTS

BRONZE ADG Laus, 
ADG- FAD Barcelona, 2024.




Archival photos used for project documentation provided by the Viladecans Archive, managed by Xavier Calderé.