in november 2003, razonable began a collaboration with saffron brand consultants to, among other projects, develop the visual identity for vueling, the brand then recently created by the consultancy firm.
razonable designed the application to the fuselage of the aircrafts, the color palette, the graphic style, the tone of voice of the brand, the chromatic perception of the interiors, the look and feel of the website and all the visual elements in each of the brand's touch points.
this project, carried out in collaboration with balthazar, solves the challenge of transforming carrefour's low-cost gas stations into service stations that convey the same level of quality as those of the major traditional oil companies.
starting from the existing, basic and unpretentious structure, we created a double layer of perforated mesh that undulates around the canopy to create a more organic feel. with the double layer we also achieved an optical moiré effect with which the canopy appears to move depending on the point from which you look at it.
to improve nighttime visibility, we illuminated the entire perimeter of the canopy and backlit the sign, which in the previous model was dark. finally, we created a blue/green color code to differentiate the areas that house the self-service pumps from those that require a cashier's checkout.
masterchef is a globally recognized brand with millions of fans. it is a global entertainment phenomenon that celebrates passion and creativity in the kitchen.
masterchef vinoteca selects iconic wines, representative of each of the world's wine regions.
the work of razonable consists of giving each label of these wines its own personality so that the consumer simultaneously recognizes the seal of guarantee of the masterchef brand and the values and identity traits of each of the wine regions represented.
grassy is an emblematic brand of jewelry and watches with more than 90 years of history. its emblematic store at number 1 of gran vía in madrid, has become an icon not only for the brand, but also for the city itself.
the razonable work for grassy has consisted of updating the brand without losing the values that the family has been passing on from generation to generation. we repositioned the brand based on the legacy and close ties with the art world. from there we redesigned the logo and other elements of the visual identity (packaging, shop windows, advertising, website, etc.). a fundamental part of our collaboration with grassy is to help the brand to express itself with these new values in all its different manifestations.
ie university is currently one of the most prestigious universities in the world and its vertical campus in the ie tower in madrid is the tangible image of this. the razonable work in this project consisted of providing all the common areas of the athletic center of the ie tower with an ambience that, while maintaining the principles of sustainability, diversity and sportsmanship, reflects the multi-national university spirit of the users of these facilities.
cunef is an educational institution with a long history of enormous prestige. to communicate its different executive programs, razonable has created a design system for its publications, based on the brand's corporate square, which is flexibly modulated to create a language that is recognizable as unique to cunef. other works
ilusiak is an operations outsourcing consulting boutique that commissioned us to create their brand.
Our task was divided into two phases: first, we carried out a brand consulting work from which we developed a concept of expert efficiency and a positioning that combines flexibility, proximity and seniority. the second part consisted in the creation of a visual identity in accordance with this concept and positioning, and then its application to the different communication supports, corporate identity, etc.
the renewal of the alter brand comes from a new collaboration between razonable and balthazar. the result is a harmonization effort that works in two directions: on the one hand, it updates and homogenizes the brand's visual features, which have been very dispersed and varied until now, and on the other hand, it organizes the group's brand architecture in a rational way and in accordance with both its complex internal organizational structure and the perception of the brand in the different markets in which the group operates.
The result of this teamwork is a visual identity that evolves from the previous one without breaking with the group's historical legacy and at the same time takes off on a new flight more in line with the needs of contemporary brands.
the work that razonable did for bluetab, gives personality to a brand that already had a visual identity. for this we worked with the client in the development of a new positioning: "pioneering strategic business technology". this positioning implies the development of a new visual identity in which on the one hand a chromatic range is created that synthesizes the balance between technology and the company's passion, and on the other hand images of historical pioneers are presented that symbolize the new positioning. all of this is reflected in the tagline created for the brand: "targeted innovation".
the visual expression of these new brand elements is manifested in their offices, their website, their daily work tools, etc.
the branding work developed for clousr by razonable starts with the definition of its brand values and the creation of an innovative concept: clousr is like an older brother who, with his experience, brings you knowledge and helps you to take advantage of the one you already have, in an agile, simple and reliable way.
this concept led us to a positioning that is expressed with the tagline "the empathy trigger" and with a visual language that reinforces the perception of closeness and empathy.
as part of the collaboration initiated in 2003 between razonable and saffron brand consultants, in 2004 and coinciding with the 75th anniversary of its foundation, we redesigned the esteban rivas brand. this is a brand with a strong regional presence in the community of madrid, but in reality it is part of a larger group that, under the same name, includes, in addition to this occasional bus company, another van rental company, a small construction company and specialized parks for the transportation of merchandise.
esteban rivas buses are the flagship of the group and the client was very specific when requesting an animal to symbolize the brand values. after a long research, we concluded that the swallow represents regularity (it returns to its nest annually on the same dates), fidelity (it always returns to the same nest) and trust (it is a symbol of good luck in several cultures). it also moves with agility and evokes something as positive as the beginning of good weather.
acuña is the pioneering consulting firm in economic and financial analysis and advice in the real estate sector in spain. over the last 30 years, its clients from the public and private sectors and financial institutions have positioned them as a national and international benchmark in real estate asset transactions.
the company's 30th anniversary in the market was the ideal occasion to update its visual identity to adapt it to the new times and technologies prevailing in the sector in which they operate. the result is a total renovation that goes from the commercial name "rr de acuña y asociados" to a simpler and more forceful "acuña", to the design of a new logo, color palette, graphic resources and their corresponding applications both online and off line.
mackenzie's summarizes in a simple label all the tradition of classic american whiskeys and the most contemporary consumer trends.
this is a brand aimed at an urban public that has traditionally opted for other spirits but is also attracted to products that convey a certain heritage and tradition in an updated form.
pavalgan is a real estate developer that was born with the clear vision of becoming the benchmark in the rehabilitation of classic properties for their transformation into high-end residential properties. pavalgan's aim is to develop its activity in medium-sized cities and always guided by an exquisite attention to detail that is summarized in the strapline that we developed for the brand: "excellence and uniqueness".
the visual expression of the brand that we create plays the role of a frame to contain the different promotions that they develop, raising the perception of them and providing a common thread to all the pieces, coherent and sophisticated, combining tradition and modernity.
solar de samaniego is a rioja winery with a long tradition. in 2015 it undertook the repositioning of the brand under a new concept that revolves around the world of literature: "drinking between the lines".
Following this pattern, the new design of its crianza and rioja labels is intended to evoke the world of fantasy and imagination of literature, with direct reference to the fables of samaniego, an ancestor of the family that owns the winery and whose ancestral home was located on the land where the vines of solar de samaniego now grow.
to carry out this work razonable has redesigned the brand logo, the range of labels and boxes, as well as the display material for the point of sale and other elements of the brand.
the organic products market is in full expansion and this is well known at carrefour. carrefour is well aware of this. for this reason carrefour has launched a new concept in spain in which 100% of its products are organic. this project has been carried out in collaboration with balthazar, inspired by the chestnut wood baskets that have been traditionally used in spain. to evoke this element, we created an undulating texture of chestnut wood as a false ceiling and all the furniture of the establishment is made of the same chestnut wood.
the project includes not only the design of all the space of the establishment, furniture, lighting, etc. but also all the graphic and visual identity of this new brand: logotype, creation of an ad-hoc bio typography, visual language, communication, bags, etc.
when a large bank such as bbva needs to convey the need to face the digital challenge to its employees, it develops tools aimed at facilitating their training in this new challenge. in razonable we have participated in this project with the design of the documentation used in this training.
design of the book somos agua for the publication contest of canal de isabel segunda
