Caliu

Plusfresc presented us with a clear challenge: to launch a private label across multiple categories, targeting the Spanish market with a special focus on residents of Catalonia who are looking to enhance their lifestyle. Our goal is to create a fresh, modern brand that inspires well-being and becomes the preferred choice for young families, offering natural products that enrich everyday moments. This new brand must balance authenticity and naturalness while maintaining a competitive edge in the retail sector, standing out against leading natural brands in the Spanish market.

For the visual design, we drew inspiration from traditional kitchen fabrics and classic tablecloth patterns. From this concept, we developed a flexible and distinctive graphic system for each product category, incorporating unique shapes and label styles for product lines, along with a thoughtful combination of colors and typography to highlight each one. A deep blue tone serves as the unifying element, bringing visual cohesion and ensuring that the entire packaging family conveys a consistent and integrated brand identity.​​​​​​​