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05.28.13

Grazia identity and packaging

Packaging, Consumer

Grazia is an eatery in Bogotá, Colombia where lovers of food can buy refined sweets and savory delicacies. The challenge of this project was to create a visual language that honors the beauty and perfection of the food. Design firm p576 began with a graphic investigation of the ingredient forms, which were later developed into a series of patterns for use on all the packaging pieces. “We visited the local market with the chefs, picked some vegetables and fruits, and then went to their house to cut and to photograph the food,” said Art Director Arutza Rico Onzaga. “Claudia and Raphael prepared a big delicious lunch with the crew! To reinforce the concept of perfection,” Onzaga added, “we proposed a second brand element: lines that show the spatial structure of the objects and registers the logo position.” These elements, along with the simplified typography, define the brand’s sophisticated and modern style.

Arutza Rico Onzaga, art director/designer; Maria Silva, designer; Maria Fernanda Morales, brand consultant; Doping, photographers; Hector Gaitán, retoucher; p576, design firm (Bogotá, Colombia); Grazia, client.

p576.com