WorkGraphic Design

Hey Studio fashion a new brand identity for Arrels Barcelona

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.

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Arrels Barcelona shoe boxes and trainers with bold geometric packaging featuring blue, red, orange, green and yellow colourblocking

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

Two notebooks with Arrels branding in navy blue and bright red, displayed at an angle on a grey background
Stacked Arrels branded boxes featuring bold geometric patterns in blue, orange, yellow, red and green colours representing urban and natural elements
Open Arrels branded box showing red and white trainers inside, with a hand reaching toward the packaging featuring orange, green and blue geometric design elements
Arrels branded cloth bags in navy blue and coral red layered together on a grey background
Repeating pattern of red and blue Arrels branded boxes arranged diagonally on white spacing, showcasing the two-colour identity design by Hey Studio
Hand holding a colourful Arrels Barcelona shoe with red, yellow, blue and white panels and brown laces against a grey background
Hands holding open a beige folder with Arrels branding, revealing a white card printed with a colourful floral sneaker illustration inside
Two people wearing Arrels Barcelona canvas tote bags, one in navy and white, the other in black and red, against a grey background
Hands holding open a red and blue folded brochure for Arrels Barcelona with "Feet on the ground, head in the clouds" typography on the cover
Red and blue branded boxes for Arrels Barcelona footwear, arranged in an offset grid pattern with white dividing lines, featuring the Arrels logo and text in white
Arrels Barcelona branding materials featuring red and blue striped packaging with white torn edges arranged diagonally on a grey surface
Arrels Barcelona brochure spreads with bold red and blue colour blocking and curved dividing lines, displaying text and the brand's logo across nine pages arranged in a grid
Colourful modular packaging boxes for Arrels Barcelona featuring blue, red, yellow, orange and green geometric shapes arranged in various configurations on a grey background
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