Caliu

Plusfresc challenged us to create a modern private label for the Spanish market, focused on residents of Catalonia seeking natural products that enhance everyday well-being. The goal was to build an authentic and competitive brand that resonates with young families while standing out in retail.

The visual identity draws inspiration from traditional kitchen fabrics, resulting in a flexible graphic system with distinctive shapes, typography, and color variations across product categories. A deep blue tone unifies the range, ensuring cohesion and a strong, consistent brand presence