Joan Josep Bertran

Founder and Design Director

JJ Bertran Studio

Topics


2018 Marking Awards – Let packaging design be the best symbol of a brand

Packaging design is the most direct way to express a brand’s attitude and identity. In the Asia Pacific region, where there is considerable package consumption from fast moving consumer goods, food and drinks industry are surely heavy users of packages. However, they are not always leading the competition. Yet Marking Awards, born to dig out and honor good packaging design in China, has become a powerful platform that encourages healthy competition and communication between domestic designers and international ones. It is intended to refresh the aesthetic cognition of local brands and drive faster innovation. With the launch of annually changed ‘Tear up’ design themes, 2018 Marking Awards welcomes good designs from the professional and students.

Awards Setting

Marking Award: having highest mark in INTEGRITY among the in-market category

Marking Concept Award: having highest mark in INTEGRITY among the Conceptual category

Marking Annual Award: having highest mark in INTEGRITY among the “Tear up Condiment” annual category

Marking Visual Awards: the highest mark in DESIGN

Marking Communication Awards: the highest mark in RELEVANCY

Marking Creative Awards: the highest mark in CREATIVITY

Marking Tech Awards: the highest mark in TECH CONTENT

Marking Functional Awards: the highest mark in PRACTICALITY

 

FBIF (Food & Beverage Innovation Forum): Global Innovation, Powering Future!

Judges

Speech Time: 16:45 - 18:15

 

Profile


The marketing goals were to position this beer to compete on the summer with the sodas and other beverages that people does consume on leisurely occasions like lunch time or labor breaks when they have to go back to work later sober. We had to create a playful, casual, catchy, contemporary and less serious historical look for this special edition to go complement the cleaner looking main range of beer products of the brand.

The approach to the design of this non-alcoholic beer was to achieve the association of this product to the city of Barcelona and its core values of Mediterranean way of life, modernity, leisure, and joy, while keeping the overall blue colors belonging to its usual appearance. The landmarks had to be enough abstract so the product was able to fulfill an universal statement of fun, not related only to Barcelona.

The creation of the specific visual language did allow an allegorical depiction of the cityscape, by featuring contemporary style graphics opposed to more soft looks of usual mainstream products. The goal was to create a special product with accurate positioning, and to be a true statement for the brand.

6 spot inks on aluminum

Design Studio

Joan Josep Bertran?Vilafranca del Penedès, Spain. 1976

Design Director and founder.

Since 2003, Joan Josep Bertran has run his own studio mainly catering identity and packaging design for wine cellars and other beverages.

The studio has had clients across Spain and in other countries of Europe, the Middle East, South Africa and latin America.

He established his practice in Barcelona as an independent graphic designer upon returning from Sydney, Australia, where he went to work for Feeder Studio. Before, he had joined Springer&Jacoby in Barcelona where he worked as a designer and an art director for Mercedes-Benz Spain. His first professional steps were done at Villuendas+Gómez, where he gained experience on identity and design for culture oriented clients.

He has been awarded different international and national prizes both in advertising and design through his career, his work featured on books on packaging globally and has been selected jury for design awards.