Les Orenetes is a small fashion store in Torredembarra, 80 miles south of Barcelona. Set in this coastal town, the shop’s main revenue comes from summer sales pumped up by Spanish and international tourists on vacation. The name “Les Orenetes” is Catalan for swallow, a small black bird that migrates with the turn of the seasons. The client, being a small but cultured and open-minded retailer, asked for a redesign of the store’s identity to help it regain lost personality and level it with first-class boutique stores around Europe. Print run: Average print run of 1,500 different pieces.
The brand’s original identity used swallows in its symbol. These were then lost on a second redesign. Swallows refer in a way to the tourists who come and go each summer and also to the seasonal nature of fashion. In Catalan, oreneta is a feminine word. This led us to propose to the client the use of the bird as a strong and recognizable symbol, used in a contemporary way. The “O” of “Orenetes” was accordingly turned into a swallow to be used as an iconic element over illustrations of the birds’ natural environments.