Codea Studio turn to Mallorca’s organic features and artistic legends for Guaret’s coarse identity
Barcelona-based creative agency Codea Studio have explored all five earthly elements in their refined yet contrary identity, and ‘conscious rebirth,’ for Guaret – Mallorca’s premier yoga and nutrition hotspot. “For a starting point, we wanted to relate yoga and Guaret to Mallorca, the island where the project takes place,” Founding Partner and CCO Alex Martí tells us, “and to the organic feeling of its landscapes,” he explains, a mood and expression uniquely captured in their charmingly crude wordmark – designed in reference to a local legend. “With this principle in mind, the style of Joan Miró appeared as a perfect reference,” he adds, “we took the style of his strokes to represent the island and its natural and organic constant flair,” in doing so crafting a mark in keeping with the spirit of the company.
Asserting the identity within the 21st Century, however, the abstract and coarse forms of the wordmark are contrasted with the precise application and use of Commercial Type’s Atlas Grotesk. “By choosing a supporting sans typeface like Atlas, we wanted to add harmony and balance to the identity,” Martí explains, “Atlas is a comfortable typeface, allowing long readings and spaced composition.”
Bringing these contrasts together on an austere, neutral ground is Guaret’s organic-inspired colour palette; providing a backdrop that doesn’t detract from the flourishing typographic compositions, whilst maintaining a character that aims to catch your attention. “We choose a single sandy colour combined with black, so the overall identity could feel simple and with depth,” Martí concludes, “it makes reference to one of the main colours of Mallorca,” from its famous beach-culture and dusty mountains to the sand-coloured bricks that construct the city.