We are proud to be present in Latin America as branding and design consultants for the leading porcelain and ceramic tile company Graiman. Together with them, we defined the positioning and design of their new collections for the year 2020, developing from naming to ceramic promotion tools, both digital and physical.
The name MATERIA comes from the term matérica, referring to the aesthetic current whose main characteristic is the mixture and combination of materials; as it happens in their catalog where we include the last novelties and ceramic tendencies of Graiman. The design, with a thick condensed typography, connotes the strength and innovation of Graiman’s new collection. Visually, the tight kerning maintains the harmony of the typographic elements to be able to perceive the logo as a visual compendium.
In addition to branding, we developed the catalog design focusing on the cover which, in line with Materia, shows the earth as the origin of the materials. A minimalist cover, direct and reinforced with an allegorical baseline that refers to what is Materia: “Inspired by the earth, it maintains the essence of the organic.
Finally, in order to adapt the brand to the digital environment, we were also responsible for the art direction and production of Materia’s promotional video where we conceptualized the spirit of the collection.