Arrels, which means “roots” in English, is a Barcelona based footwear brand making shoes for the urban market. 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.
Creative Agency: Hey
Photography: Roc Canals