Natural transparency and layers: how Temporada built an identity for Binza inspired by membranes
“In Spanish,” Creative Director Daniel López Ramírez tells us, “binza means a very thin and flexible skin that envelops the onion or a thin and delicate fabric or shell that covers the inner part of the shell of eggs.” From this concept, Madrid-based graphic design and visual communication studio Temporada developed a visual and verbal identity for natural cosmetics brand Binza, whose products are vegan and cruelty-free. Using this membrane-inspired idea as the leading concept, the studio built a brand and packaging system centred around varying layers and transparencies.
Like the curled layers of an onion, the content descriptions of each product appear in the shape of rings. For the text, the team chose two complimentary monospaced typefaces with varying characters: Dinamo’s ABC Gaisyr Mono and ABC Diatype Mono. “Through them,” López Ramírez explains, “we wanted to share the organic character of the brand as well as its pragmatic side.”
Alongside the typography, Temporada developed Binza’s entire product packaging range – from the outer box to the individual product containers. For the latter, they selected a semi-opaque glass paired with metallic finishes – conveying a union between natural and functional. “For the outer packaging, we suggested a wrapper that would take users to the brand name,” López Ramírez reveals. “Plus, we wanted the box to only show the real important thing: the active ingredients of the product.”
This emphasis on the product and ingredients is reinforced through the packaging’s minimalist, reduced chromatic palette. “We wanted it to be directly linked to the skin from an organic and natural aspect,” López Ramírez reflects. “In this way, we based ourselves on tones that are based on the product itself and the transparencies generated by its ingredients,” he concludes.