VF: Verònica Fuerte
JT: Design Weekly設計週刊採訪者
JT: We saw one of Hey’s projects with the restaurant Caravelle, for the beer packaging on your website. Before we dig into the design aspect, could you tell our readers more about the restaurant?
VF: Caravelle is a restaurant in Barcelona, the owner is also from Barcelona. It has opened a long time ago. It’s a kind of restaurant that you can eat brunch and also have lunch and dinner, which is very healthy at the same time, but it looks more or less like a diner in the US. The identity also has an American style in it. So they have this craft beer, they are daily produced by their own for some years ago. They came to us in the first place because they love the style of Hey and they wanted to have a very colorful outlook, so we came up with this idea of different landscapes according to the different flavors.
JT: And there are four flavors in total?
VF: Yes. The idea is this: Depending on the flavor and the time of a day. One is more for the night, and one is more for the day. So that was the idea. It’s like a time when you can relax and drink your beer. I mean, you could drink whenever you want to, but that’s the concept.
JT: Have you ever got any feedback from the client or the customers who went there for dining?
VF: I mean, we know that it’s working very well for our client, but I mean it’s a small place in Barcelona, and they intend to sell them to more places, so they are in the beginning of expanding still. I think it’s going pretty well and people love it, and sometimes I have friends who go there and taking pictures about the beer.
JT: Yeah and look at the packaging, they’re in such dynamic colors.
VF: Yeah it is, especially compared to other craft beers. Because in the craft beer world, the label design is more or less like: “you need to know that this is craft” so some people choose to use textures and other similar approaches, which is very different to this one.
JT: In terms of the Uniqlo partnership with MACBA, could you give us more background of the collaboration?
VF: Uniqlo always has some relations or partnerships with museums. For example, in London, they partner with Tate. They partner with museums because they want to be engaged with arts. The collaboration here that Uniqlo sponsored is the free access. People used to pay for that, but now, thanks to Uniqlo, the ticket is free all Saturday afternoons. And we needed to explain that in a graphic way, like a campaign.
The thing is that if you see Uniqlo, it’s a logo within a square; the logotype of MACBA is also a square as well. So we have two squares, one black and the other one red. So we thought that the idea to make this partnership is to mix those two squares together. So you can see the two-squares movement all the time, with the meaning that they partner together. It is the key visual for the campaign and they also did some billboards because of the fact that they have to explain to the people of Barcelona about this partnership that you could go to the museum and it’s free.
At first I didn’t know, but now I’m aware that a lot of people go to the museum because it’s free.
JT: What do you think is the biggest goal for this project?
VF: Uniqlo is quite new, they came here one and a half year ago. For the moment they only have two shops in Spain. So it’s a nice way to come into the city in an art way and to thank the people in another way.