Filósofo: corporate identity for a Valencian brand specialized in citrus

Exportaciones Aranda is a Valencian company of family origin from Piles, a municipality located between the towns of Gandía and Oliva. Under the Filósofo brand, they have been marketing internationally known oranges and mandarins since 1960, and which have contributed to strengthening the great citrus industry that exists in Levante.

Throughout their 60 years of life, Filósofo had been adapting the design of their logo according to its use in all the supports of the brand. However, over the years, the corporate identity had been distorted, using many versions of the logo without correct applications that would bring uniformity to the brand and reflect the solidity of the company. For this reason, in 2017 they contacted us to renew their corporate image and give coherence, above all, to their applications.

Analysing all the old versions of the logo, we found Seneca’s bust and a Greek border; a philosophical concept that helped us create a powerful branding, while preserving the essence of the brand. With this, we made a monochromatic logo design and Roman serif typography, as well as an isotype design based on the image of Seneca and geometric shapes, illustrated by hand and later digitized in vector form. Taking into account the number of applications that a logo has for a company like Filósofo, especially offline, the idea was to create a synthesis of it so that in one-ink applications it would not be appreciated as an illustration, but as a reduction of the original logo.

Since this new identity would be applied to all corporate stationery, packaging, merchandising and social media profiles, we were also looking for a watercolour illustration to add a touch of naturalness and colour to the brand in all of its applications.

Once the design of the identity was closed, we could not avoid launching our own proposal of applied graphics to vehicles, containers, facade of the ships and even the design of the website.