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Inspired by traditional elegance, Naranjo—Etxeberria incorporates modern details -fuelled by contemporary visual culture- within all the concepts, brands and strategies they are commissioned to create.

The studio is defined by its function to develop global projects, whose concept creates functional end products full of personality. N—E works within a range of disciplines including, but not limited to, strategic design, branding, editorial and creative direction both on and offline.

Our work always have the same process: Listen to our clients, understand the project and solve it in the best and unique possible way.

 

Educational Activity
Alongside our studio practice we currently teach at the renowned Istituto Europeo di Design, at master and degree level, as well as regularly taking part in a variety of conferences, lectures and workshops such as;

Libros Mutantes, Madrid Book Art Fair, Ivorypress, Matadero Madrid, Folio Club, ESDMadrid, Weekend Pills, La Central del Reina Sofia to name a few.

 

Clients
Absolut, American Hardwood Export, Altafonte Music Network, Architectural Matter, Brava, Caniche Editorial, Centro de Arte Dos de Mayo, City Hall of Madrid, Cookbook Magazine, Curador, Fake Industries, Glaciar Music, Good2b, Grupo Murri, Incalling, Inditex, Kymco, Chapelle Saint Jaques Arts Centre, La Vermuteria, Legal Music, Loewe, Madrid Diferente, NEO2 Magazine, Plateselector, Sobremesa, Temps de Vacances, Vincent Moon.

 

Team
At the core of Naranjo–Etxeberria is a small fixed team of creatives that flexes in response to the needs of each project, incorporating talented professionals on a per project basis.

The current team consists of:

 

Miguel Naranjo
Partner & Co-Founder

Carlos Mayo
Multidisciplinary Designer

Christian Rodríguez
Multidisciplinary Designer

Diego Etxeberria
Partner & Co-Founder

Jose Godino
Current intern

 

Awards
2017 – FAD Silver Laus Awards 2017. Incalling (Audiovisual – Animated Corporate Identity)
2017 – FAD Bronze Laus Awards 2017. The Workshop of Dreams (Graphic design – Corporate Publication)
2017 – FAD Bronze Laus Awards 2017. Cookbook Magazine website (Digital – Promotional website)
2016 – FAD Silver Laus Awards 2016. 47 Rooms (Graphic design – Corporate Publication)
2016 – FAD Bronze Laus Awards 2016. Temps de Vacances (Graphic design – Entire Magazine)
2016 – IED Design Award. Cookbook Magazine website (Digital design)
2016 – Finalists of the Iberoamerican Biennial of Design
2013 – FAD Bronze Laus Awards. Cookbook Magazine N.1 (Graphic design – Entire Magazine)

 

Contact
Pez Nº 27 – Office 113.
28004 Madrid, Spain
+34 911 385 454
+34 669 285 479
+34 626 284 875

 

Internship
At Naranjo–Etxeberria we offer internships for two different time periods: Summer (from February through July) and Winter (from September through January).

If you would like to apply for a summer internship please send your application to us in November, for a winter internship please send your application in June.

Please send your application to jobs@naranjoetxeberria.com

 

 

Copyright
Copyright by Naranjo—Etxeberria, 2017. All rights reserved. All materials on this website are intellectual property of Naranjo—Etxeberria.

Naranjo—Etxeberria

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NEO2 N.152 Sold Out

1994. NEO2 was born in Madrid. An independent publication, Spanish through and through, focused on creative trends: Fashion, Design, Music, Art, Interiors, Architecture and Film.

A magazine about creative culture that applies that same creative concept to the formats it comes in. Since its launch, NEO2 has been warmly received in the global market with distribution in the world’s main cities with a print run of 40,000 copies.

2017. After 150 issues NEO2 commissioned us to redesign the magazine. Nº 152 is the second issue we have designed for them.

N.152 Sold out

This issue is dedicated to the culture of “Sold Out”. We don´t know now how many times we have read that expression, no matter how we talk about clothes or concerts, if you don´t hang that stimulating commercial sign on your product is that you don´t understand the rules of the game.

It doesn´t matter if you still have stock in the back room. What counts is transmitting the message. So we decided to print with the “Sold Out” already hung.

An identity that changes from issue to issue

Trends are constantly changing. The tendencies are ephemeral, they expire but above all, the trends represent the present, the now.

This is the reason why this magazine is always changing because the trends are always changing.

Changing from the content

The design is a consequence of the type of content and the content has taken a new shape. In each number we integrate different graphic elements which help to mix both things in one.

Client: NEO2
Year: 2017
Concept & Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Contributors: Ramón Fano, Javier Abio, Rubén Manrique, Javier Juanas, Fernanda Pitanga, Virginia Medina, Aurora Domínguez, Cecilia Camacho, Helena G, Jesús Casañas, Miguel A. Palomo, Mit Borrás, Nadia Leal and Víctor Ant.
Photography: Naranjo—Etxeberria

http://www.neo2.es/

NEO2 N.151 New Now

1994. NEO2 was born in Madrid. An independent publication, Spanish through and through, focused on creative trends: Fashion, Design, Music, Art, Interiors, Architecture and Film.

A magazine about creative culture that applies that same creative concept to the formats it comes in. Since its launch, NEO2 has been warmly received in the global market with distribution in the world’s main cities with a print run of 40,000 copies.

2017. After 150 issues NEO2 commissioned us to redesign the magazine.

N.151 New Now

We live in the generation of immediacy, things become fashionable and stop being in a fast time. Nothing is eternal. Trends are constantly changing. The tendencies are ephemeral, they expire but above all, the trends represent the present, the now.

New Now represent our reason for being, talk about what is happening now without worrying about anything more than the present.

An identity represented through a single typography

After analyzing the last issues of the magazine we detected a lack of identity and a unit by the amount of graphs of styles and the amount of typographical uses that there was.

This is why we decided to unify the typographic styles using a single one: Bentons Sans. A typography very now and very new to help us a representative of the concept giving unity to the publication.

Content as a hub for design

This redesign has been thought based on all the content of the magazine and categorized in different styles by type of content. The design is a consequence of the type of content and the content has taken a new shape.

Client: NEO2
Year: 2017
Concept & Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Contributors: Ramón Fano, Javier Abio, Rubén Manrique, Javier Juanas, Roberto Juanes, Víctor Ant, Fernanda Pitanga, Virginia Medina, Aurora Domínguez, Cecilia Camacho, Helena G, Iván Avelló, Jesús Casañas, Miguel A. Palomo, Mit Borrás and Nadia Leal.
Photography: Naranjo—Etxeberria

http://www.neo2.es/

LOEWE x Madrid

Madrid Past, Present, Future is the new guide made by LOEWE to show another way to discover Madrid´s secret places focusing on the crafmanship. Every item has been carefully curated to illustrate the history and symbolism of each object and its connection with the past, present and future of the city.

Objects as a way to tell a story

The idea was to chose 10 objets that represents Madrid´s cultural side creating a different and not common guide of the city. We worked with Liam Aldous, editor of Monocle in Spain, to develop this content and create histories round the objects.

For the shooting we worked with Bandiz Studio trying to show the objects extracted from its context to give them unity.

Stories behind objects

To connect the objects with the stories behind, we worked on creating three capsule stories for the digital version of the guide to understand the craftsmanship of each object.

Cliente: LOEWE
Año: 2016
Creative Direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Photography: Bandiz Studio
Video: Bandiz Studio
Texts: Liam Aldous

To see the complete stories:
LOEWE X Madrid – Sala de Despiece
LOEWE X Madrid – Gloria García Lorca
LOEWE X Madrid – Cine Doré and Carlos Saura

www.loewe.com
www.bandizstudio.com

Incalling

Incalling is a 199x music promoter and online music magazine based in Madrid with a very powerful approach, led by digital natives.

The idea was to create a dynamic brand, in continuous movement that represents the essence of a young and innovative promoter.

An identity made by sound

A promoter that is dedicated to music needs an identity that represents what they do. To achieve this, we created the logo by analyzing the sound waves made by speaking the word using specialized software to create a visual representation.

The continuous movement

Incalling began as a blog, then became a DJ collective that organized musical events, and now have become a music platform and promoters for a new generations of artists. Their ever-evolving nature required a dynamic identity centered on constant change, with a modular graphic system.

The youth of today

They center themselves on music made by and for young people. Incalling carries the spirit of youth, the youth of now, in the era of internet, of immediacy, focusing on promoting new bands instead of more established groups.

This is why every element of the brand has to breathe youth, in both colour, type and photography.

Client: Incalling
Year: 2016
Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Photography property of respective authors

MX Ultra

MX Ultra constitutes a hallucinogenic photographic and textual route by Nacho Canut and Alaska during their tours in Mexico.

Details captured by Canut’s curious glance, including skyscrapers and sidewalk fire hydrants, passersby on his walks or the saturated colors of the flag; also backstage during the group’s performances and the inevitable travelling. Alaska has handwritten her memories of her childhood and analyzes the collective imagery of Mexico today.

Everything I saw and lived was so exaggerated, fascinating and even psychedelic, that I seemed to be living a parallel reality where everything was more colorful, more vital and inspiring.

Nacho Canut

Two realities of the same story

This parallel reality is what we wanted to show with the book. Dissect the book and decrypt it as an experiment where there are two parallel realities.

A look at Nacho’s reality, a vision about Mexico through his pictures. The other reality is a parallel reality of Alaska based on the photos of Nacho creating a new vision of the same image, a double reality.

A twin book created with a unique manual binding

The idea was to create two books in one. Through a long work of research and production we found the way to reflect this idea creating the fusion between boths but keeping a independence between them.

Client: Caniche Editorial
Author: Nacho Canut and Alaska
Year: 2016
Concept & Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Creative Direction in production: Naranjo—Etxeberria
Photography: Anna Ponsa López

http://canicheeditorial.com/
annaponsalopez.com

Grupo Murri

Grupo Murri is a restoration group that decides to create gastronomic projects based on three pillars: Gastronomy as the axis of everything, the importance of space an architectural level and, finally, the value they give the human team.

An identity that adapts to a format and a web focused on highlighting the content giving much importance to each of the projects.

Cliente: Grupo Murri
Año: 2017
Concept & Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Development: Ricardo Juarez
Photography: Salva López

www.grupomurri.com

The Workshop of Dream´s book

The Workshop of Dreams is a creative journey that brings together four of Spain’s most exciting architects and designers, with inspiring talent from diverse cultural fields, in celebration of Spanish creativity and craftsmanship.

This book is a recap of the process of how the dreams materialises to become a real pieces.

An identity who goes from digital to editorial

The idea with the website was to speak about the process of how a dream can become in something physical showing the different phases of the process: Dream, Design process, Making challenge and the outcome.

With the book the idea is the same but working on a different narrative language to convert that digital content in a editorial structure.

A book to attach to an exhibition

This book was launched at Hay Festival in Segovia with the collective exhibition of the four pieces. The importance of the materials and production details was necessary to create a product in consonance with the collection of pieces.

Client: American Hardwood Export
Year: 2016
Concept & Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Contributors: Juan Mari and Elena Arzak, Izaskun Chinchilla, Martha Thorne, Benedetta Tagliabue, Javier Cercas, RCR Arquitectes, Juan Luis Arsuaga, Jacob Benbunan.
Creative Direction in production: Naranjo—Etxeberria
Photography: Anthony Perez

theworkshopofdreams.info

LOEWE Past, Present, Future

“The future influences the present just as much as the past”.

Friedrich Nietzsche

LOEWE commission us to develop a new site under the concept “Past, Present, Future” of the brand. We’ve worked on creating more than a website, “a hub for everything”.

Understanding this website as a new platform meant to expand the content from Loewe.com but without competing with it and creating a dynamic and modular structure to adapt to this reference site with daily visual content.

Client: LOEWE
Year: 2016
Concept & Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Development: Naranjo—Etxeberria

loewe.com/pastpresentfuture

The Workshop of Dreams

The Workshop of Dreams is a creative journey that brings together four of Spain’s most exciting architects and designers, with inspiring talent from diverse cultural fields, in celebration of Spanish creativity and craftsmanship.

A project that is born from an idea, from a dream that takes shape through creativity and materialises to become a reality needs a strong and consistent identity. An identity that fits adapts and has a digital platform at it’s center.

An art piece is the union of different elements

Union is at the center of such a project: The union of ideas, talent and collaboration. Every part of the process and end product is equally important to reach the result.

An idea that we wanted to represent with the graphic system. This led us to use a stencil typeface that gives a sense of joining several elements, combining with a classic typeface to create the perfect combination of beauty and function, this balance is what set out to create with The Workshop of Dreams.

An identity needs to be flexible and adaptable

Wood is known for it’s versatility, we chose to apply this idea to throughout the brand. We developed an identity that could adapt to the main concept as well as to each individual project, portraying a strong sense of identity throughout the platform.

Client: American Hardwood Export
Year: 2016
Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Digital Design: Naranjo—Etxeberria
Development: Antón Feijoo Montenero
Contributors: Juan Mari and Elena Arzak, Izaskun Chinchilla, Martha Thorne, Benedetta Tagliabue, Javier Cercas, RCR Arquitectes, Juan Luis Arsuaga, Jacob Benbunan.

theworkshopofdreams.info
feijoomontenegro.com

Chapelle Saint—Jacques centre d’art

Chapelle Saint-Jacques is a contemporary art centre based in Saint Gaudens, France. In 2015, they commissioned us to redesign their identity.

For this, we designed a consolidated, ever-changing but recognisable identity to help Chapelle Saint-Jacques establish themselves as a cultural reference point in France.

Contrast as a starting point


Chapelle Saint-Jacques is an art centre which was born surrounded by contrasts, something that can be seen in the works of art they promote and their location, a chapel constructed in the XVII century. From this, we knew that contrasts were at the core of the brands being.

The value of knowing how to adapt


When an artist creates their work they are given total artistic freedom, with only limitation of space, every artist deals with the space in a unique way. This was the concept to understand adaptability as another basic point.

An identity that adapts to each space, format or piece.

Avant-garde as the centre’s signature


La Chapelle is a starting point. Most of the artists exhibiting their works are newcomers – the centre supports these artists and helps them establish themselves.
This is the third idea we reflect on the identity through the choice of typographic types and uses.

Client: Chapelle Saint–Jaques
Year: 2015
Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Photographies are property of their respective authors

lachapelle-saint-jacques.com

CA2M Collection XIII

‘Collection XIII. Towards a new museum of contemporary art’ is an exhibition commissioned by Sergio Rubira that serves as an investigation into the systems of composition that have been in the past at a selection of the contemporary art museums in Madrid.

Centro de Arte Dos de Mayo (CA2M) commissioned us to develop the graphic system for the exhibition, from the walls to the book created to explain the different compositions used.

Content and composition are part of the same whole

We understood this project not as a common art exhibition but as a deeper look into an exhibition, showing that the content and the way it is displayed play an equal role.

Installation as a language


“Perception and the significance of the works of art remain conditioned by the way and the context they’re displayed.”

Sergio Rubira, Curator of the exhibition


In the exhibition, installations are shown as a language in their own right. Bringing this concept to a publication, the installation becomes the layout.

Client: CA2M
Year: 2016
Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria

ca2m.org

Glaciar

Glaciar is a new music promoter born out of the ambition of doing things in a new way, rethinking the already established formats and creating an impact on the Spanish music scene.

Since its birth we’ve been part of their team, helping to develop the brand’s complete identity and corporate communication elements, as well as developing their online platform.

Innovation as a philosophy


From the first moment we have tried to create an identity that was far removed from other promoters. Glaciar’s idea has always been to find a new perspective, and this is what we’ve also done.

A neutral yet elegant identity with an international nature positioned far from the rest.

A digital schedule as the website core


The digital concept we worked on was to show their activity in a glimpse. For that, we developed an interactive calendar where bands are the main focus, and the site works as a multimedia channel exported by Glaciar, reflecting the feelings the users experience in one of their live shows.

Client: Glaciar Music
Year: 2015
Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Digital Design: Naranjo—Etxeberria
Development: Antón Feijoo Montenegro

glaciarmusic.com
feijoomontenegro.com

LOEWE x Ibiza

To help promote a summer pop-up store on the island, we created a personal travel guide that takes you to its most charming spots.

Ideas that speak about the brand without revealing it


We took inspiration from ‘Roads take you to places’, a project by Pablo Curto, and the way he captures landscapes and nature.

We wanted an elegant and natural way of capturing the beauty of Ibiza, to show off it’s hidden secrets. Thats why we chose Pablo.

Client: LOEWE
Year: 2016
Creative Direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Photography: Pablo Curto
Illustration: Andrea Gómez

loewe.com
pablocurto.com
andreagomez.info

Architectural Matter

Architectural Matter is a studio space where practice and pedagogy come together to produce local actions from a global perspective.

To create their identity, they commissioned Naranjo–Etxeberria to develop a graphic system and define their brand tone.

Corners as a graphic concept


Visually, a corner is a line that separates two planes, and this is the metaphor we applied to the system we developed, as the line that separates, and joins together, practice and pedagogy, and how each one of them reflects on the other.

Starting with this concept, we created a graphic system applicable not only to the logo, but to the whole identity.

Repetition as a reflection


Analysing both disciplines, we came to the conclusion that practice is the reflection of pedagogy, and vice versa.

We brought this idea to the system, implementing it through repetition and creating a mirror that balances between the two whilst creating contrast and a feeling of volume.

Client: Architectural Matter
Year: 2016
Art direction: Naranjo—Etxeberria
Copywriting: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Web Design and development: Naranjo—Etxeberria

architecturalmatter.es

Terre

Terre is a market to table restaurant that loves local produce, located just by the port of Alicante, Spain. The restaurant was conceived around the idea of creating a dynamic, ever-changing space to share experiences with friends.

We were in charge of creating Terre’s entire identity, creating a brand universe to reflect their ideologies, working with Tarruella Trench for the interior design.

An identity based on one truth: the produce


A restaurant that bases its strength on the produce, the manners and the importance of its customers, a need to transmit a close and personal feeling. We worked on an identity that creates a contrast with the magnitude of the space, to generate closeness and confidence through the tone of voice.

Sophistication in manners and details


We worked under the premise of creating an elegant restaurant without falling into the typical. Luxury is in the details, in every subtlety.

Natural


Since the beginning we were decided to let the product, the dishes and the place speak for themselves, so the photography had to be natural and real.

Because of that we worked hand in hand with photographer Salva López, who focused on casual framing, natural light and movement, generating a feeling of closeness and verosimilitude.

Client: Terre
Year: 2016
Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Interior Design: Tarruella Trench
Photography: Salva López

salvalopez.com
tarruellatrenchs.com

Cookbook N.3 Sasha Kurmaz

Cookbook. A Reference Magazine, is a yearly publication created by Madrid based studio Naranjo—Etxeberria.


The magazine analyses the references of a selected artist –for the third number we interviewed Ukranian photographer Sasha Kurmaz and selected a group of collaborators to develop the visual content of the magazine.

Back to the essence: the concept


The third issue is not really a third number, it’s a third-first number. After two issues focusing on creating metaphor for art and gastronomy, we realised that the true concept was hiding deeper. And now we’ve found it.

The origin of Cookbook is to show the references of an artist, to delve into what a person has relied on to develop his or her work.

An identity with no identity


Cookbook is a magazine with no identity, that’s its identity. In every issue we work to adapt the design to its content and to the universe around the chosen artist, changing the format, the paper used, the design, the collaborators and even the staff.

This is the reason why the first issue is a fanzine and in the second one the format is more stylised, a bookzine as described by Albert Folch himself. With this edition we went for a fashion magazine look, similar to Sasha Kurmaz’s work.

Graphic contrast between text and images


Sasha Kurmaz’s work has two main themes: the wild and chaotic on one hand and aesthetic beauty on the other. This is what we wanted to reflect in this third issue. To do this, we have worked to create two completely opposing sides to the project.

We also wanted to reflect this idea in the photo shoot of the project, where we used webcams.

Client: Cookbook Magazine
Year: 2016
Art Direction: Naranjo—Etxeberria
Edition: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Contributors: Adriana Roslin, Alba Yruela, Berta Pfirsich, Coke Bartrina, David Heofs, Diego Diez, Geray Mena, Gilleam Trapenberg, Iciar J. Carrasco, Manu Ridocci, Marlen Mueller, Pablo Curto, Sasha Kurmaz and Silvia Conde.
Creative Direction in production: Naranjo—Etxeberria
Photography: Carla Camprubi

cookbookmagazine.es
sashakurmaz.com
naranjoetxeberria.com
instagram.com/carlacamprubi

Anna Ponsa x Pena Jewels

Anna Ponsa López x Pena Jewels is an artistic collaboration culminating in a very personal collection of handcrafted pieces inspired by Carlo Scarpa’s architecture.

We wanted to represent the collaboration through a publication that was more than a catalogue – we created two unique stories in the process.

Remembering Carlo Scarpa


Carlo Scarpa’s architecture was the starting point for the project. Architectonic details like those found at Museo Di Castelvecchio in Verona, or at the Brion Cemetery in San Vito d’Altivole served as the main inspiration for this collection.

Two stories, one inspiration


The collaboration resulted in two stories one inspired by detail and a second inspired by a number.

Two publications, each analysing a different aspect of Carlo Scarpa’s work. The first one underlines the importance of detail, and how that can be translated into a piece of jewellery. The second publication focuses on the influence of the number 11 in the architect’s work.

Client: Anna Ponsa López and Pena Jewels.
Year: 2016
Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Texts: Carlos Copertone, María Arranz, Jose Ángel Sanz and Estel Vilaseca.
Photographers: Silvia Conde, Bao Loi and Berta Pfirsich.
Set design: Mireia Ruiz

bertapfirsich.com
silviaconde.com
annaponsalopez.com
mireiaysuscosas.tumblr.com

Des Jours Ensemble 2016

Chapelle Saint–Jaques is a contemporary art centre based in Saint Gaudens (France). They commissioned us to create and design a publication about their art programme.

Contrast as a starting point


Chapelle Saint-Jacques is an art centre born out of contrasts, something that can be seen in the works of art they promote and their location, a chapel constructed in the XVII century. We knew contrasts had to be at the core of the brands being.

To create a juxtaposition of old and modern, we chose to use two contrasting typographies, making a bold impact through a use of different sizes and styles.

Art adapts to space, content adapts to format


The artists are commissioned to adapt their work to the available space. To reflect this, we worked to adapt dynamic content, and bring it to a closed format, in this case a newspaper.

Client: Chapelle Saint–Jaques
Year: 2016
Concept & Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Creative Direction in production: Naranjo—Etxeberria

Video: “Work in progress” by Béatrice Utrilla & Michel Cloup
Artworks: Valérie Mréjen, Florence Carbonne, Iris Delvalle

lachapelle-saint-jacques.com

Cookbook website

Cookbook. A Reference Magazine, is a yearly publication created by Naranjo—Etxeberria.

The magazine analyzes the references of a selected artist through an interview and from it, a group of collaborators develop the visual content of the magazine.

A concept that adapts to each medium


The origin of Cookbook is to show the references of an artist, to delve into what a person has relied on to develop his or her work. The main idea is to look at the starting point of the process, not at the result.

To adapt this concept to a digital environment, we worked on creating a container that shows the influences of each artist involved in Cookbook. Allowing for the the online content to complement the printed content, establishing a connection based on the references.

Client: Cookbook Magazine
Year: 2016
Concept & Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Development: Naranjo—Etxeberria

cookbookmagazine.es

47 Rooms

47 Rooms is a project developed by Fake Industries Architectural Agonism (Cristina Goberna and Urtzi Grau), an architecture studio based in Sydney and New York, Jorge López Conde, Carmen Blanco and Alvaro Carrillo for the Guggenheim Helsinki contest.

Among the 1,715 proposals submitted, 47 Rooms was selected as one of six finalists.

“Helsinki is a city of interiors. Due to its extreme climatic conditions, Helsinki’s civic society blossoms indoors. The Market Hall, Observatory, Museums and Karaoke Bars, Cabarets, Art galleries, Hotel lobbies and Beauty Salons, Restaurants,Theatres, Churches and Saunas, Universities and Cinemas. All form a robust network spaces that hosts and nurtures public life; interior public life. Helsinki is a city of rooms that empower their political users. Our proposal for the Guggenheim Helsinki, 47 Rooms, extends the network using the architectural technologies that construct Helsinki’s interior citizenry: i.e. walls, doors, windows, and the machinery that defines atmospheric conditions”.

Urtzi Grau, part of the 47 Rooms team

The identity of a building is born from the life it contains within


We aimed to distill the essence of the project and portray it from within. The book helps the reader to understand the museum not as just a building but as a place where everything is determined by temperature.

As the contrasts can be so extreme in Helsinki (Where temperatures can drop to as low as -15 degrees) buildings often have different sections to allow visitors to acclimatise upon entry.

The form is the action


47 Rooms is a book that blends the classic elegance with modern details. This juxtaposition is what marks the style of the publication while transmitting the core of the project: atmosphere.

We gave the book a contemporary feel, challenging the look and feel of a traditional project dossier. We employed a selection of classic and contemporary typefaces, allowing us to define the identity of the project.

Weather enters the museum


We worked with Carlota Santamaria to recreate the feelings weather can evoke inside the book.

These images represent temperature contrasts that occur in a city such as Helsinki. To make for easier reading, we also included a series of interviews accompanied by large photos that help break-up the different sections of the book.

Client: Fake Industries, Álvaro Carrillo, Carmen Blanco, Jorge López Conde
Year: 2015
Art direction: Naranjo—Etxeberria and Carlota Santamaria
Graphic Design: Naranjo—Etxeberria
Contributors: Álvaro Carrillo, Carmen Blanco, Cristina Goberna, Chus Martínez, Jorge López Conde, Manuel Borja–Villel, Moritz Küng, Pedro Gadanho and Urtzi Grau.
Creative Direction in production: Naranjo—Etxeberria
Photography: Diego Diez

fakeindustries.org
carlotasantamaria.com
diegodiezp.com
designguggenheimhelsinki.org

Anna Ponsa López

Anna Ponsa López is a fashion influencer and trend hunter that turns her travels and anecdotes into stories that she shares via her website.

For this project we developed her online platform from an editorial point of view, avoiding the common connotations of blogging and transforming a simple blog into a content based platform.

Client: Anna Ponsa López
Year: 2016
Concept & Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Development: Antón Feijoo-Montenegro

annaponsalopez.com
feijoomontenegro.com

La Vermutería II

#elpoderdelvermut is the second series of posters we made for La Vermutería in 2015-2016.

La Vermutería is a series of monthly events that revolves around vermouth, an aperitif which is very typical in certain areas of Spain. All the dates are pop-up events, so each one of them is unique and ephemeral.

The concept we wanted to convey with the image was to make each poster different whilst maintaning a sense of unity. That was achieved through the tone of voice and, photography and art-direction.

A concept inside a concept


In the second episode we created some headlines that along with the photography give a feeling of proximity.

For the photography, we worked alongside ‘Las Coleccionistas’ and Pau Arregui.

Client: La Vermutería
Year: 2015
Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Photography: Las Coleccionistas
Set Design: Pau Arregui

lascoleccionistas.com
lavermuteria.wordpress.com
theproductguy.work

Antón Feijoo-Montenegro

Antón Feijoo-Montenegro is a developer who works with the best design studios. When it came to creating his identity and website, we focused on capturing his demographic. Which is why the website is both visual and text based, reminiscent of the coding of the website itself.

Client: Antón Feijoo-Montenegro
Year: 2016
Concept & Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Development: Antón Feijoo-Montenegro

feijoomontenegro.com

Curador Vol. II — US

Curador was born with the idea of exporting an art gallery to publishing means, giving artists a space to explain their work whilst exploring new artistic forms and curate works by other artists.

Each number of the magazine is curated by a chosen artist, who is responsible for creating the content of the issue. In the first volume, multidisciplinary artist Ernesto Artillo was to curate. For the second issue, we invited conceptual artist Iñaki Domingo, who titled volume 2 ‘Us’.

An exhibition inside of a magazine


The art direction of the magazine is based on art galleries and museums, presenting content in a very clean and organised way. As a result of this, the approach is minimal, reminiscent of the display systems of galleries.

A change, not in design but in materials


With the first issue, we realised that in order to offer a better fit with our point of sale, be it museums, galleries or concept stores, we had to create a better quality magazine. We decided to take a more aesthetic approach with the second issue.

Recovering the golden ratio


For this issue we recovered the Golden Ratio, like in art, books have their own golden ratio. That defines the most important space within a book.

We also created a palindrome book which can be read either way, with the cover and back cover having equal importance.

Client: Curador
Year: 2015
Concept & Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Contributors: Iñaki Domingo, José Cendón, Genín Andrada, Carlos Sanva, Arrieta–Vázquez, David Jiménez, Luis Díaz Díaz, Cristina de Middel, Isidoro Vlacárcel Medina, Karol Hordziej, Alejandro Marote, Miguel Rosón, Ramón Reverte, Nicolás Combarro, Cristina Anglada, Itetezeta, Raúl Díaz Reyes, Martin Kollár, Rut Panuse, Ding Musa and Lisa Fairstein.
Creative Direction in production: Naranjo—Etxeberria
Photography: Manu Ridocci

curadormag.com
manuridocci.com

Shop Curador at ilovepaper.co

Ready—Made

Ready-Made (Caniche Editorial, 2015) is the first publication from young poet Mateo Navarro (Madrid, 1993).

A collection of pop poems built on images, where the form is subject to the (sometimes cryptic) meaning.

Poetry is a reflection of the soul


One of the most important concepts behind this book was reflection. All his works speak about his life, experience and fears… the book is a reflection of his own feelings.

We used reflective paper within the book to mirror this. Creating a metaphor of the reflections within his poetry.

It’s not a book of poetry, if not a book with poetry


We based the design on the ready-made art movement, where the object abandons its intended nature to become something else, a work of art.

For this we proposed a set of rules throughout the publication that we took from the common conception of a poetry book, and added a graphic code implied in styles, fonts, margins, materials, etc.

“Look to the right and to the left of time, and may your heart learn to be calm.”

Federico García Lorca


This quote marks the structure of the book and the way in which Mateo Navarro created these poems, the first half (left side) refers to the past and the second half (right) to the future, while the center speaks about the present and his fears in that certain moment.

The center has a different treatment, because fear is something you can perceive but not see, something you have to deal with. The way of dealing with it is to let it break free.

Client: Caniche Editorial
Author: Mateo Navarro
Year: 2015
Concept & Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Creative Direction in production: Naranjo—Etxeberria
Photography: Anna Ponsa López

canicheeditorial.com
annaponsalopez.com

Pablo Curto

We developed the concept and design for his new website avoiding a traditional portfolio and instead presenting his work as an online magazine, presenting each project in an editorial fashion.

“Naranjo—Etxeberria has a deep understanding of who I am as an artist -creating this together has been much more than creating a site- we’ve translated my work as a photographer into a recognisable brand identity.”

— Pablo Curto, Fashion Photographer.

Client: Pablo Curto
Year: 2015
Concept & Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Development: Antón Feijoo-Montenegro

pablocurto.com
feijoomontenegro.com

Caniche Editorial

Caniche is a small publishing house specialising in contemporary art projects, from writing to architecture, photography, installations and performances.

Dadaism as a concept


Caniche was born by chance in an unconscious way, as was dadaism, which was shaped while looking for a change in art trends, making space for spontaneity, immediateness and imperfection.

This idea made us immerse ourselves in the history of dadaism so we could create an identity around the same core principles.

Dadaism as a visual reference


Dadaism experimented with typography, especially sans and condensed types, to create compositions with great rhythm and motion. We tried to show this essence and organised chaos in Caniche’s identity.

For that, we worked on transmitting this dadaist feeling though a selection of typography and kerning changes, creating a playful motion resulting in a spontaneous, imperfect but well crafted logo.

Client: Caniche
Year: 2015
Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Photography is property of their respective authors

Video credits: Man Ray – Le Retour à la reason (1923)

canicheeditorial.com

Temps de Vacances

Temps de Vacances is a bi-annual independent publication focused on contemporary movements, trendsetters and art throughout the world, explored through essays, interviews, collaborations and photographs that represent arts in our time.


“Working with Naranjo—Etxeberria has been a major reason for the success of the publication”.

Adrián López, Editor in Chief.

An idea outside of design


The first idea behind Temps de Vacances was to let it have its own concept. Trends, design and style are ever-changing, as opposed to concepts which are timeless.

The editorial concept behind the magazine was to forget about magazines and approach it more like an album or a travelogue. When you travel around you take pictures, collect things, write down notes and ideas, and that’s what we translated into this project.


“Quite honestly, Temps de Vacances is one of the most interesting publications I have discovered this year. It creates a fusion of poetic experience, a perfect combination of traditional and modern elements – definitely another addition to your shelf”.

Anna Chayasatit, Editor at People of Print.

An international magazine with a local point of view


Temps de Vacances is a very ambitious project created by Adrián López, a seventeen years old spanish editor who currently lives in the United States. The project has been developed between Madrid and New York with a double objective: Make a worldwide magazine but with a very local approach.


“At my young age being the first publication I have ever printed, has been a great help their involvement in the project both professionally and personally, learning from them many important aspects to consider in a publication such as distribution, brand identity, contacts and art direction”.

Adrián López, Editor in Chief.

Not a trip to a place but a journey in time


In short, it’s a photo album where you encounter notes along the way. The main point of differentiation of the magazine is not the design but the form in which it is shown. Thus image and text are never shown together, and above all, it’s a magazine that can only be made on paper, because such feelings can not be transmitted through electronic device.

Client: Temps de Vacances
Year: 2015
Concept & Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Contributors: Ana Kras, Sasha Kurmaz, Roger Ballen, Ivan Massar, Walid Raad, Christian Newell, Haley Mellin, Nicola Samori, Joseph Hart, Ryan de La Hoz, Renato D´Agostin, Camille Henrot, Sohei Nishino, Nico Krijno, Dominic Santos, Alex Knost, Hanna Putz, Geray Mena, Vicent Bezuidenhout, Alejandra Savillon, Nick Szymanski, Eric Zindorf, Errol Rainley, Miguel Rózpide, Mario Felipe Rodriguez, Adriá Canameras, Emilie Pitoiset, Brian Griffin, Mar Ordonez, Sanja Marusic, Kent Andreasen, Ross Simonini, Marisa Langley, Richard Caldecott, Christian Colomer, Adrian López, Robert Kulisek, Mohsen Rastani, Sami Jalili, Isaac Luutu,Tekla Severin, Sacha Maric, Ian Lanterman, Scandebergs Studio, Pol Rebaque, Isaac Larose, Jessica De Maio, ARS New York, O.Ballou, Dana Lee, Frank Leder, L´Animale, Sian Robinson, Tonello, Sunnei, Christophe Lemaire, Joseph Walia, Sarah Linh, James Coward, Larose, Neighbor, Christopher Gonzalez-Crane, PlayType, John White, Oz Shoes, Simina Neagu, Simon Cato, Nathaniel Connolly, Rebecca La Marre, Alvaro Montes, Michael Hoppen Gallery, Jose López Rivas, Betonsalon, Nasty Magazine, Sian Robinson, Humberto Corona, Jacobo Varela Menéndez, Amber Ibarreche, Rodney Kissinger, Avenue Journal, Eros Journal.
Creative Direction in production: Naranjo—Etxeberria
Photography: Adrià Cañameras

tempsdevacancesmagazine.com
adriacanameras.com

Memories of the night

Alcohol causes adverse effects such as blurred and distorted vision and memory loss, a change in the perception of our memories of certain moments, and generally creating large gaps in time.

‘Memories of the Night’ is a series of photographs created by Diego Etxeberria in which the distortion and chaos of the night is reflected by creating a correspondence with what we experience and interpret this information.

A visual code that represents fuzzy memories.

We curated the exhibition and as well as carrying out the art direction of the posters, brochure and designing the exhibition with the same concept of blurry memory.

Client: Diego Etxeberria
Year: 2015
Concept & Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Photography: Diego Etxeberria

Good2b

Good2b is an online lifestyle and trend magazine specialising in Fashion, Art, Food, Design, Entertainment, Culture and the creation of relevant content and interactive experiences.

Good2b is the fusion of two forms of understanding communication: an agency + a magazine. This is how are able to put opinion leaders in contact with readers and enjoy an extensive media database, with 10,000 subscribers to their newsletter and over 100,000 unique visitors each month.

A new stage needs a new style


The brief was to redesign the whole brand, including the center of the brand – the website. We first carried out some research to identify the brands’ strengths.

An updated identity for a daily platform

To develop the identity and apply concepts in a visually appealing way, we simplified the essence of the brand and created a timeless black and white identity, with modern and elegant typefaces.

For the new logo, we searched for the brands strongest point, landing on the way ‘to be’ sounded when spoken. We simplified it to ‘2b’ and the phrase became a word in its own right, helping create a new brand.

Client: Good2b
Year: 2014
Concept & Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria

Found images by Kasper Nyman, Dan Hocking and Lisa Leone.

good2b.es

Pat Mateos

Pat Mateos is lifestyle photographer that works mainly with fashion, gastronomy and interiors, always offering a personal perspective whilst attaining great attention to detail – one of the defining traits of her work.

Working around a set of values, we decided to play with a detail that you can only appreciate through observation.

Client: Pat Mateos
Year: 2014
Concept & Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Development: Naranjo—Etxeberria

Curador Vol. I — Solo

Curador was born with the idea of exporting an art gallery to publishing means, giving artists a space to explain their work whilst exploring new artistic forms and curate works by other artists.

Each number of the magazine is curated by a chosen artist, who is responsible for creating the content of the issue. Multidisciplinary artist Ernesto Artillo was at the center of the first edition.

An exhibition inside a magazine


The art direction of the magazine is inspired by art galleries and museums, presenting the content in a very clean and organised way.

Client: Curador
Year: 2014
Concept & Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Contributors: Ernesto Artillo, Jorge Flores, Rafafans, Eder Pereda, Santiago Ydáñez, Gustavo Lacerda, Manuel Antonio Domínguez, Petros Efstathiadis, Rocío Montoya, Javier Velarde, María Hervás, Jonay Pmatos, Gonzalo Fonseca,
Creative Direction in production: Naranjo—Etxeberria

curadormag.com

Shop Curador at ilovepaper.co

Hi, I’m Pablo Curto

‘Hi, I’m Pablo Curto’ is a yearbook about the things that happened to Pablo Curto in 2014. Pablo is a fashion photographer and filmmaker based in Madrid (Spain), we worked together on this project to show his transition from engineering to photography.

A personal and professional transition


This publication is a recap of this transition, a yearbook that mixes the professional and personal.

Our mission was not only to design a newspaper, but to portray Pablo’s character, showcasing professional work with a very personal tone, taking advantage of a clean and pure art direction that doesn’t distract from the author’s story.

An exhibition to show this transition


We thought that it was necessary to showcase this process, a personal and professional transition.

Naranjo—Etxeberria curated an exhibition, developing the concept and art direction.

Client: Pablo Curto
Year: 2014
Concept & Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Contributors: Laura Hayden, Lien Vieira, Eva Barralo, Elisa Mañas, Gara Noe, Adriana Roslin, Carla Crombie, Masha Bacer, Goyo Acevedo, Maaike Klassen, Lucía Pando, Blanca Puebla, Maria Pedraza, Deers, Sara Herranz, Rubén Ochandiano, Paloma González, Laura Herranz, Paloma González Durantez, Naomí Gayoso, Assiah Alcázar, Chloé Wallace, Fernando Souza, Irene Alcón, Ramiro Gómez, Alba Galocha, Sara Padilla, Pilar Lucas, Floor van Montfort, Alvarno, Barbára Santacruz, Álex González, Svetlana Kuprianova, Stefania Cristian, Olivier Lechère, Laura Moure, Marques Toliver, Natalia Lafourcade, Pipe Kerman, Jesús Madriñan.
Creative Direction in production: Naranjo—Etxeberria

pablocurto.com

Brava

Brava is a place to speak about the human body through exhibitions, publications and exclusive online content.

The naked body, the one with the power to evoke desire, scandal, shame, sensuality, exhibitionism and eroticism.

Erotism at its finest


We were commissioned to art direct and develop a visual identity for the brand. We tried to create a subtle combination of classic elegance and modern trends that revolve around the concept of the body.

Client: Brava
Year: 2014
Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Contributors: Sasha Kurmaz, Ryan McGinley, Katie Miller, Bárbara Magdalena and Robert Overy
Video credits: Decameron by Pier Paolo Pasolini (1971)

thisisbrava.com

#diegoporlascalles

#diegoporlascalles is a joint photo exhibition in which the photographs of Diego Diez & Diego Etxeberria are mixed to create a simple visual diary of their experiences.

Naranjo–Etxeberria curated the exhibition as well as art directing the printed images. The idea was to convey that the two artists were just one.

Client: Diego Etxeberria and Diego Diez
Year: 2014
Concept & Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Photography: Diego Etxeberria and Diego Diez

Sobremesa

Sobremesa is an architecture studio focused on project management. The main objective with the branding was to convey the concept of uncommon teaching methods.

In Sobremesa, students sit around a table to discuss projects in a natural and relaxed way. We wanted to convey that feeling through their visual identity.

An identity built from the name


The name, Sobremesa, comes from the Spanish expression “estar de sobremesa”. That period of relaxation after a meal where diners chat and socialise around a table. Therefore, the logo also comes framed in a box to represent overhead view of a table.

A perfect balance between space and practice


To create the visual identity we combined warm colours to give the feeling of closeness and textures of materials used in architecture such as marble or stone. Materials that could look like a table, and appear warm when mixed with pastel colours that results in an intimate image which is also serious and professional.

Client: Sobremesa
Year: 2014
Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Photography: Diego Etxeberria

sobremesataller.com

La Vermutería I

La Vermutería is a series of monthly events that revolve around vermouth, an aperitif which is very typical in certain areas of Spain. All the dates are pop-up events, each unique and ephemeral.

The message becomes the key


The concept we wanted to convey was to make each poster different whilst having a sense of unity. We achieved this through the tone of voice, photography and art-direction.

We worked on the concept of rescuing a Sunday tradition. Each poster helped us do this by becoming a manifesto in their own right.

Client: La Vermutería
Year: 2015
Art direction: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Copywriting: Naranjo—Etxeberria

lavermuteria.wordpress.com

Cookbook N.2 Albert Folch

Cookbook. A Reference Magazine, is a yearly publication created by Naranjo—Etxeberria.

The magazine analyses the references of a selected artist –for the second number we chose Spanish designer Albert Folch– forming a group of collaborators based around an interview, who then develop the visual content of the magazine.

Same concept. Different look and feel


The origin of Cookbook is to show the references of an artist, to delve into an artist’s inspiration and focus on the starting point, not on the result.

To have different collaborators develop new works from another point of reflection – the references of another artist.

An identity with no identity


Cookbook is a magazine with no identity, that’s its identity. In every issue we work to adapt the design to its content and to the universe around the chosen artist, changing the format, the paper, the design, the collaborators and even the staff.

For the second issue we adopted a more stylised approach becoming what Albert Folch would call a “bookzine”, a publication that is neither a book nor a magazine, but something between a magazine and a book.

Client: Cookbook Magazine
Year: 2016
Art Direction: Naranjo—Etxeberria
Edition: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Contributors: Ainhoa Rebolledo, Aitor Saraiba, Albert Folch, Alberto Hernández, Ángela Palacios, Daniel Martí de Veses, Diego Etxeberria, Elena Gallén, Gabriel Silveira, José María Ribagorda, Juanri Castaño, Kaspar Hauser, Kim Francis, La Camorra, Left Hand Rotation, Manu Ridocci, María Arranz, Pablo Abad, SHOOP Clothing and Talares.
Creative Direction in production: Naranjo—Etxeberria
Photography: Iciar J. Carrasco

cookbookmagazine.es
folchstudio.com
iciarjcarrasco.com

Cookbook N.1 Ricardo Cavolo

Cookbook. A Reference Magazine, is a yearly publication created by Naranjo—Etxeberria

This magazine analyses the references of a selected artist –for the first number we chose Ricardo Cavolo– through an interview and in turn, a group of collaborators who develop and curate the visual content of the magazine.

Same concept. Different look and feel


The origin of Cookbook is to show an artists inspiration, to delve into what a person has relied on to develop his or her work. The main idea is to look at the starting point of the process, not just the result, and have different collaborators develop new works from another point of reflection – the references of another artist.

An identity with no identity


Cookbook is a magazine with no identity. In every issue we work to adapt the design to its content and to the universe around the chosen artist, changing the format, paper, design, collaborators and even the staff.

This is why the first issue is reminiscent of one of Ricardo Cavolo’s fanzines, showing his personal world through a small publication.

Client: Cookbook Magazine
Year: 2016
Art Direction: Naranjo—Etxeberria
Edition: Naranjo—Etxeberria
Graphic Design: Naranjo—Etxeberria
Contributors: Alberto Hernández, Andrés Díaz, Caridad González,Diego Etxeberria, Estrés, Fiona Briand, Gabriel Silveira, Guillermo Torres, Homeland, Juanri Castaño, Manu Ridocci, Miriam Sanz, Paula Marín, Ricardo Cavolo.
Creative Direction in production: Naranjo—Etxeberria
Photography: Manu Ridocci.

cookbookmagazine.es
ricardocavolo.com
manuridocci.com