And then came the lettering… That’s right, the LETTERING, which lives at the heart of what designers call typography, something they craft with great care and precision.

Just as monks and friars used to do when copying manuscripts.

What they once performed by hand is now done by designers and typographers on computers. 

And this art of typography is in itself an entire universe, yet another one to add to the list.

So much for those who think a brand is just a logo and as easy as a walk in the park… they couldn’t be more wrong.

A gentle stroll can indeed help to ease despair during tough times, and along the way we’ve taken countless steps…a whole troop of artists and artisans who forged the path giving this brand real presence – both inside and out. 

Francis speaks a language all of his own, with terms like serif, small caps, line spacing, and even Elzevirian numerals… ever heard of those?

I’ll never forget our loooong conversations about the composition of space, about silence.

I mean graphic silence: the kind that represents emptiness. 

Emptiness in design is the key that opens all doors, according to our master typographer.

With Francis Requena, the word “meticulous” comes to life; his graphic precision and perfection are second to none. 

At times we’ve argued to the point of exhaustion… but laughed even more.

Francis also has a saying for everything, though his are sharp, cutting deep like arrows straight from Odysseus’ bow.

I’ve learned a thing or two from the craft and talent he so skilfully wields : he’s a friend, a proud Granadino and a brilliant designer who, with infinite generosity, allowed us to use his beautiful typeface called YEGERA — and with that, he completed the flawless design our branding has today.

Just to show you the kind of designer Francis is… one of the letters in his typeface is shaped like an owl!

Have you taken a good look at our cans?

If you haven’t, take the time and be swept away with emotion… if your eyes are open enough to see it (it took me a while!).

Thank you, Francis, for always giving us exactly what we needed!

Head to  our website to see Francis’s Yegera in action. 

Elena Vecino.

Read all my «CULTIVATED STORIES» here.