MY DRAP
Art direction and editorial design for the new catalogue for the retail channel
An editorial design inspired by nature and poetry, with an art direction that evokes unique emotions
Communication
Editorial design
Challenge
An editorial piece that highlights the main values of the MY DRAP brand
For another year we have continued collaborating with MY DRAP in conceptualising the art direction and designing the brand’s newest retail channel catalog.
With this editorial piece the aim was to highlight the brand’s main concepts: the importance of the raw materials, its origins and the sustainable nature of the products. At the same time, of course, it was devised to showcase the quality which always characterises all of MY DRAP’s products.
Process
We defined an art direction that, through sensations and emotions, emphasizes the brand’s products and values
Our art direction combines the use of textures, light, a color palette inspired by nature, and fragments of poetry by Pablo Neruda and Antonio Machado, which together create unique sensations and emotions that emphasize and reflect a the brand values of MY DRAP.
By grading the light and tones of the collections themselves (from lighter to darker), we have divided the catalog into two seasons – spring-summer and autumn-winter – and into different parts of the day (breakfast, aperitif, lunch, evening snack, dinner, cocktail…).
To stage these particular situations, we researched locations that would allow us to convey natural and familiar moments, but that would at the same time look special.
We carried out the photographic production alongside the photographer Meritxell Arjalaguer at the Brummel boutique hotel, an urban oasis located at the heart of the neighbourhood of Poble Sec in Barcelona, as well as at the restaurant and cocktail bar Jok.
Likewise, we have transferred the catalog art direction to a series of videos made for the brand’s website and its social media. Supervised down to the smallest detail, we highlight the quality of the different fabrics with close-ups that allow for a good appreciation of the textures, while taking us to different places and times of the day.
Result
Communication that accentuates the quality of its textile products
The result is an extremely graceful and detailed communication that continues to accentuate the quality of MY DRAP products as well as the brand’s values.
Credits
Creative direction & art direction: NOMON DESIGN
Set design: NOMON DESIGN
Photography: Meritxell Arjalaguer & Santi de Pablo
Video: Pentágora
Locations: Hotel Brummell & Restaurant i cocteleria Jok
Tags: Communication, Editorial design
2022
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