Cal Tomàs
Branding - Packaging
Cal Tomàs has commissioned us to design its catalogue and packaging line. The new design aims to build up the perception of quality; we have differentiated it from most cured meat packs and improved the brand positioning in restaurant businesses in Barcelona.
Cal Tomàs is a family firm founded in 1931 in La Pobla de Segur that produces high-quality organic artisan cured meats.
The art direction for Cal Tomàs is a major asset in the catalogue. We opted to represent the climate and character of the Lleida Pyrenees. The meat is only cured in winter and in a cellar, so the cold plays an essential role. In presenting the ranges of cured meat products we avoided the classic rustic-style product shots that are typical in this sector. We created product shots with contemporary compositions and a clean, calm Nordic atmosphere. The photography in cold light and the hard-typographic compositions all in black relate to the product. We present the products accompanied by props with clear references to the region, nature and traditions of the Lleida Pyrenees. We use organic objects with textures, like tree branches, raftsman's poles, bonfires, forks and so on to create the compositions. The catalogue is printed on a rough-textured paper.
The art direction for Cal Tomàs is a major asset in the catalogue. We opted to represent the climate and character of the Lleida Pyrenees. The meat is only cured in winter and in a cellar, so the cold plays an essential role. In presenting the ranges of cured meat products we avoided the classic rustic-style product shots that are typical in this sector. We created product shots with contemporary compositions and a clean, calm Nordic atmosphere. The photography in cold light and the hard-typographic compositions all in black relate to the product. We present the products accompanied by props with clear references to the region, nature and traditions of the Lleida Pyrenees. We use organic objects with textures, like tree branches, raftsman's poles, bonfires, forks and so on to create the compositions. The catalogue is printed on a rough-textured paper.
Awards
- Laus 2018 — Silver
Art direction
Art direction
- Laus 2018 — Bronze
Promotional item
Promotional item
Photo: Joan Pujol-Creus. joanpujolcreus.com
