Responses by Ricard Valero, executive creative director, Flower Shop.

Background: The poster campaign aims to communicate the convenience of Via Carota’s chef-grade bottled, ready-to-serve cocktails that make the cocktail experience as simple as possible.

Design thinking: The idea focuses on conveying simplicity by distilling each drink into its most basic graphic forms. For example, we represent the complexity of a martini using just a yellow triangle and a green circle. This reductionist approach makes the concept shine and accentuates the iconic nature of each drink.

Challenges: Embracing simplicity without becoming too literal. The shapes don’t necessarily follow a logical structure: ice cubes break out of the glass, orange slices float outside the liquid and bubbles drift beyond the edges. It was important to us to prioritize simplicity in a non-obvious way.

Favorite details: We’re proud of the flat, simple nature of the illustrations. Throughout the process, we explored many directions, from sculptural compositions using transparent glass shapes to cut-out cardboard forms. In the end, our decisions weren’t driven by aesthetics but by concept. We needed to communicate simplicity, so the visuals had to feel as simple as possible. This wasn’t about crafting to impress; it was about crafting to communicate. And we’re proud of those choices.

Specific project demands: We discussed adding an image of the product to make it clear that the cocktails were bottled. On one hand, it did make it clearer. On the other hand, it introduced complexity, 3-D shapes and photography, and that worked against the concept. It also began to conform to conventional advertising codes, which diluted the effect we were aiming for. In the end, we agreed the idea was stronger without the bottle. The execution spoke for itself, and the absence of the product created more intrigue, making the campaign more memorable.

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