Germina

Contributed by Orlando Fernandez of Monterrey-based Savvy Studio.

Germina identity design

Germina reinterprets Mexico’s traditional market stalls, selling product in bulk with a wide range of seeds, grains and cereals: from poppy seeds to different varieties of quinoa, dried spicy chickpeas as snacks or nutritious cereal bars — all catering towards more health-conscious lifestyles.

Germina identity design

Germina identity design

Germina identity design

The design was crafted as a contemporary take on typical market aesthetics and experience, mostly resulting from a direct relationship between customer and vendor, through a clean, modern graphic language. All designs seek to be extremely practical, using basic packaging made from recycled materials — all customisable — emphasising the product’s name, weight and price, thus, following the rituals from habitual market shopping experience.

Natural, almost rustic materials communicate the brand’s core values in a very direct manner, glorifying its products and the trade’s casual nature. The weighing scale is in itself the very core of Germina’s branding, and as such, a vintage one was placed — almost altar-like — at the centre of the main display, connoting the shop’s functional, human and traditional essence.

Germina identity design

Germina identity design

Germina identity design

Germina identity design

Germina identity design

Germina identity design

Germina identity design

Germina identity design

Germina identity design

Germina identity design

Germina identity design

Germina identity design

Germina identity design

Germina identity design

Savvy elsewhere on Identity Designed: El Camino Foodtruck.

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8 responses

  1. I like it – it’s classy and it avoids the cliched “artisan hand-made vegan granola” hipster aesthetic with mono-line fonts and logos that have become common for small shops. Two questions: (1) what is the sans serif used for Germina? (2) The cards and boxes for the different seeds are nice but how does a shop deal with new offers that require new boxes and cards? Is there a way to create these on site or does this require a trip to Savvy?

  2. B-E-A-Utiful. Less is more, the old cliché is right this time (again). The beautiful food talks for itself, any more graphics would just have cluttered it.

  3. Orlando got back to me. The typeface used for Germina is Montserrat. And…

    “New seed boxes need to be made from scratch, as well as new permanent labels. However, the layouts were designed so that the clients can edit the product name themselves. Foreseeing these situations, we also designed generic labels and packaging that allow for the shopkeepers to handwrite the name, just as they would at a traditional market stall.”

    I’m not sure how the product names are edited, though. Maybe it’s a Letraset type of thing.

  4. Thanks for the update, David and Orlando. I am always curious about flexible solutions for labels and badges.

  5. @Ardi Exactly, their goods have lots of colours, which, in my opinion, complement beautifully with the sober use of colour in Germina’s identity.

    No need to overwhelm the customer with artificial colour when you’ve got the seeds and the product talking by itself.

  6. I think that the work is beautiful, I want to go in there, I live in Valle, I want a tote, but I worry about the ethics of the actual project. Aren’t we selling staple food as a luxury item? Organic beans? Yes please but at the market stall price, or just a wee bit over.

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