Everyday canned food

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Derrick Lin


Agency: Barceló Estudio
Creative Director and Graphic Design: Xisco Barceló
Art Director and Graphic Design: Estel Alcaraz
Location: Spain
Project Type: Produced
Client: Son Sardina Cooperativa
Product Launch Location: Europe
Packaging Contents: Seafood, Canned food
Packaging Substrate / Materials: Can, Paper
Printing Process: Offset printing

Company specialized in the distribution and marketing of canned seafood products.

The concept of the packaging is based on the metaphor that refers to the optimistic or pessimistic reflection of a glass half full or half empty of water. This experiment aims to bring us closer to the particular vision of the events that occur in our daily lives, and to place us in front of our own vision of all the things that happen to us. But, in the end, it doesn’t matter how you see the glass as long as you reflect on how it is, because in the end every vision is equally correct. The glass seems to be half full as well as half empty and it only depends on the moment in which this reflection is valued.

And how do you see the can?
Simple and minimalist lines to visually represent the contours of the cans and give each element a special prominence that together with the color creates flexibility in the variety of products.

Typography with a high contrast between the antlers with a slight modern handwriting, accompanied by a humanist typography with a geometric base.

Fedrigoni Freelife Vellum 215gr paper has been used and 1-ink offset printing.

Calm, tranquility. Color, explosiveness.
A new way of approaching preserves to our daily life, a pause, a moment. Also close to a new modern and young generation, with a fresh and reflexive communication. A way to go beyond a simple product, or a snack, or a Sunday ritual.

It’s about getting out of the routine and breaking with what we do every day. Maybe that surprise factor. Maybe new ways of seeing, understanding and reflecting on the everyday and turning it into something more special.