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Packaging design for Masia Can Carbonell, organic vegetables.

Can Carbonell is a small country house located in a little town of Girona (Spain). The farmhouse cultivates and sells organic fruit and vegetables without using pesticides or GMOs.

The intention of the packaging is to respect the philosophy of the brand by avoiding the use of synthetic or chemical materials, such as plastic. The basic materials used for the design are sack cloth, ecological black ink, recycled paper, cardboard and natural fibre string.

The concept has been designed to show essentially the product, as naturally as possible. The typography and composition are very simple, making it easy to discern the information given.

Each label includes: an outer part with the detailed product information (grams, origin, category…), and as an added value, an inside part with a healthy recipe for cooking it.

The consumer can save these labels to make a little recipe collection. Binding them together with a string then makes it practical to have at hand in the kitchen. The recipes change according to the season, type of product, and required ingredients. In this way the consumer gets a new recipe every time they purchase fruits or vegetables distributed by the brand.

“Our mistake was the same as that of the creative person who places too much focus on How to create her work, while ignoring Why she is creating it. Questions about How to do things improves craft and elevates form, but asking Why unearths a purpose and develops a point of view. We need to do more than hit the right note.”

Frank Chimero - The Shape of Design.

The Shape of Design is a book about design as a method to plan and create change. It documents the hidden steps, methods, and thoughts of the creative process to produce a field guide for the emerging skillset: improvising, creating frameworks, storytelling, and delighting audiences.