Luengo Origen (Luengo Origin)

CLIENT
Luengo

PROJECT
Origen

THE CHALLENGE

A range of legumes that bears in its name the very intention of the product: to talk about its origin, its land, the place where the ingredient comes from. The place where it all begins. And in turn alludes to the fact of being something that existed from the beginning and that gave rise to the rest.

A powerful and exciting concept that we wanted to reflect in a design style characteristic of old-fashioned packaging.
The design fulfilled a very informative—almost basic—function. It boldly shows the brand or the name of the product, playing almost only with the strength of the primary colours.

BRANDING
TONE OF VOICE
BRAND ARCHITECTURE
PACKAGING

BRANDING

Inspired by post-industrial revolution packaging, when there wasn’t so much artistic artifice—no gradients, glosses nor images because photography could not faithfully represent the product.

This is where our Origen (“Origin”) range was born:

A design in which the fonts and colours evoke different yet complementary reactions, transmitting the strength of tradition and, at the same time, surprising us with unusual codes for this category.

The brand blocking is bold and impressive on the shelves and we segment the different products through equally powerful and striking colours.

The packaging used is 100% recyclable.

Made with sustainable paper: both the paper and the plastic inside can be separated to facilitate recycling.

A packaging that connects a traditional kitchen product with the most avant-garde design.

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