20ENTREVISTA I INTERVIEW xxxxxxx xxxxxxxxxxxxx varios proyectos de restauración en Barcelona, Alicante y Madrid. Además, estamos trabajando en proyectos de identidad visual en Beirut para un arquitecto libanés, en una marca olfativa para una empresa ibicenca, una colección de portadas para la editorial Alianza y acabamos de terminar la campaña de las fiestas de Sant Joan para la Generalitat y una familia de etiquetas de vino natural en Galicia. What led you to create Lo Siento? The passion for creating things with meaning and an authentic, original element, building a unique discourse that contributes to a different language within the graphic design sector, adding a human dimension to this relentless increase in the digitization of everything. The starting point was connecting the practice of graphic design with art and craftsmanship, thus creating a term that defines us: “Branding with a sense of touch. The 5 senses involved in the creative process.” Do you consider yourself more analog than digital? Our starting point and conceptual compass are analog, but the final product is mostly digital. We create digital images through manual and artisanal practices, striving for excellence in every proposal. We generate images constructed analogically, manually, and physically. But in addition to that, we work with real volume through packaging projects. In your designs, how do the graphic and the industrial coexist? They coexist constantly, from the origin of the idea, the concept, the object or piece to the final image created through photography. Which sectors do you primarily work with? We work for restaurants, food brands, cultural associations, institutions, architects, record labels, publishers, hotel groups, fashion brands, advertising agencies, artisans, and art galleries… What do you consider before designing packaging for a product? Is it difficult to combine creativity and functionality? We consider its function and its fundamental purpose as a product within its sector and market. But the aesthetic function is also important, and that’s where the emotional component counts for a lot, since it connects the product with the consumer in a natural and honest way. Do you prioritize eco-design criteria? How do you integrate sustainability into your projects? That’s right, it’s very important to work with materials that don’t contain ingredients that could harm the environment and are kind to our planet. In our latest packaging project, we used a stoneboard made from recycled paper as the main material. For the packaging developed for Claudia di Paolo, inspired by natural stones, they chose plasterboard. How do you choose the materials you use? For this project, the conceptual coincidence was interesting, since we wanted to design a pack of three cosmetic containers in the shape of stones, and the material that worked best for this idea was stoneboard, a recycled and very economical material. Therefore, to create luxury packaging, we used the cheapest material on the market. La identidad visual representa un ingrediente importante para traducir el significado, función y potencia estética emocional Visual identity is an important ingredient for translating meaning, function, and emotional aesthetic power ‘
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