Arrels, which means “roots” in English, is a Barcelona-based footwear brand making shoes for the urban market. Calling upon the skills and expertise of Hey Studio to craft their new identity, they got input on everything from their product brochure and packaging materials to branded cloth bags.
Speaking of the project, Hey said: "Creating the identity meant finding the right balance between their urban look and their rural roots and between being handmade and mass produced. 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."
Based in Barcelona, graphic design studio Hey was founded in 2007 with the idea of "transforming ideas into communicative graphics". Specialising in brand identity, editorial design and illustration, clients include Apple, Vodafone, Three and The Wall Street Journal. If you love their work, you must also check out their online shop where they sell a range of posters and products, including a new, just released, EveryHey Book, which features 400 illustrations of public figures from popular culture.
Photography by Roc Canals