I visited the “Frutas de Diseño” at CentroCentro an exhibition from the Madrid Design Festival 2022. A selection of company identities from the Spanish fruit industry since the 1950’s were collected and presented. This was of interest to me as this sector is widely diverse and I was interested to see what was on show. The images presented here are a taste of the design exhibition and relays how the range of different logos are used. Also on show was 120 boxes, 360 labels and 250 tissue wraps. Additionally, a video showing the printing process was a key visual showing the process of applying these branding designs to paper, tissue and wooden boxes.
The exhibit presents the functional sharp end of graphic design and its application to materials that are part of the general environment for the country of Spain and internationally beyond. Often this type of design is created by the company internally or the printers themselves yet is the most widely seen and for several years or decades of use. The designs often contain complex typography, colours and illustrations that differ greatly from each other, hence how they’re interesting to creatives and the public.
I hope this exhibition highlights design that is often invisible to people yet is an indication of brand quality that isn’t taken as seriously as other brands, yet should, as fruit is often part of a healthy diet – so quality matters. This exhibit brings widespread focus and appreciation to the ambiguous sector of Spanish fruit companies. I hope the branding design of companies from other industries is taken off the shelf, collated, and brought to public spaces to inform the public and inspire creatives to take more chances with their ideas and visual solutions.
