Pinturas La Pajarita: Corporate Identity Design
Designing the visual universe for a brand with tradition that connects with its audience
Redefining the identity of a historic brand
At Pixelarte, we were thrilled when Pinturas La Pajarita, a family-owned company founded nearly a century ago, entrusted us with designing their new corporate identity. This iconic brand, renowned for its presence in major retailers such as Leroy Merlin, Bauhaus, and El Corte Inglés, as well as its online activity, sought to connect more emotionally and effectively with its national and international customers.
La Pajarita seamlessly blends tradition and innovative spirit in each of its products. From paints for decoration and crafts to resins and varnishes, the brand needed a visual identity that reflected its commitment to creativity and current trends. Our challenge was to provide them with a graphic system that not only communicated their history but also projected modernity and approachability, creating meaningful connections with their audience.
A strategic approach to corporate identity design
Our work began with an in-depth analysis of the brand. We had previously collaborated with La Pajarita on the packaging design for most of their product ranges, which allowed us to understand their DNA and identify key areas for improvement.
Defining the storytelling was one of the fundamental pillars of the project. We delved into their history, values, and target audience, identifying their approachable and inspiring character as differentiating elements. From there, we designed a corporate visual identity that balanced the technical qualities of their products with the emotions they evoke when used. Every brushstroke, color, and typeface was carefully chosen to convey dynamism, creativity, and personal satisfaction.
What did we do?
· Corporate identity design
· Visual identity system
· Creative direction
· Packaging