20 November, 2015
Arrels, which means “roots” in English, is a Barcelona based footwear brand making shoes for the urban market. Hey, a design studio based in Barcelona were tasked with creating their new identity. Hey wanted to find the right balance between their urban look and their rural roots and have created a branding that lands perfectly between handmade and mass produced.
In Hey’s own words: ‘This duality is reflected in the two colours of the identity and in the pattern created for the boxes and the shoes; an idea which was carried over to the brochure. The design of the pattern plays with the idea that if you were to rip up all the layers of concrete which cover the urban landscape underneath you would find the original, natural surface of the earth.’
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