{"id":525,"date":"2022-06-29T09:12:52","date_gmt":"2022-06-29T09:12:52","guid":{"rendered":"https:\/\/scd.jvallejo.co\/en\/?p=525"},"modified":"2022-12-05T15:45:08","modified_gmt":"2022-12-05T15:45:08","slug":"the-retail-revolution","status":"publish","type":"post","link":"https:\/\/scd.com.co\/en\/news\/the-retail-revolution\/","title":{"rendered":"A dream called \u201ceditorial design\u201d"},"content":{"rendered":"<div id='av_section_1'  class='avia-section av-32s45x-6e98e8f410b790e0ecea0c3851cc18a5 main_color avia-section-no-padding avia-no-border-styling  avia-builder-el-0  el_before_av_section  avia-builder-el-first  avia-bg-style-scroll  container_wrap fullsize'  ><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-525'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2uz91x-6f096e8aae36ae29eea1458b48e45d08\">\n.avia-image-container.av-2uz91x-6f096e8aae36ae29eea1458b48e45d08 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-2uz91x-6f096e8aae36ae29eea1458b48e45d08 av-styling- avia-align-center  avia-builder-el-1  avia-builder-el-no-sibling  '  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" class='avia-img-lazy-loading-not- avia_image' src=\"https:\/\/scd.com.co\/es\/wp-content\/uploads\/sites\/2\/2022\/06\/2022-11-03_LibroMercari_04-2-1500x630.jpg\" alt='' title=''   itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div>\n\n<\/div><\/div><\/main><!-- close content main element --><\/div><\/div><div id='av_section_2'  class='avia-section av-2rfumt-cf81cf9cbf362431cb604cd1251f571c main_color avia-section-default avia-no-border-styling  avia-builder-el-2  el_after_av_section  el_before_av_section  avia-bg-style-scroll  container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-525'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column av-9ggkt-7b774d3a0c3a1786f9ade9e199ae5c57 av_one_half  avia-builder-el-3  el_before_av_one_half  avia-builder-el-first  first flex_column_div '   ><\/div><div class='flex_column av-2fc0th-c4ddf4936fb46366f9253fb0deee7c28 av_one_half  avia-builder-el-4  el_after_av_one_half  avia-builder-el-last  flex_column_div '   ><section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock  '   itemprop=\"text\" ><p class=\"p1\">We have always had a fascination for books, good books. Those who manage to immerse us in a different dimension.<\/p>\n<p class=\"p1\">For a few years, we took photos for some books, but we started dreaming of making books on scd. Finally in 2019, that opportunity came. We designed our first cookbook. Our editorial team, made up of an incredible photographer and a master lover of typography, brought Juliana Orozco&#8217;s \u201cMe sabe a familia\u201d to life, with incredible results.<\/p>\n<p class=\"p1\">In 2021 we said: &#8220;we can do more, we want another book!&#8221;. So, with Mercari, one of our clients, we embarked on this dream of creating a pastry book. This book was a nice challenge from the beginning, beginning because its organization is different from that of some traditional books, because it does not go in order of consumption (breakfast, lunch and dinner), but responds to the areas of expertise of the authors.<\/p>\n<p class=\"p1\">We started looking for a layout that would allow us to take the reader chapter after chapter without losing it. For this, we created a grid that allows us to modulate from long and complex recipes to short and simple ones. This grid had to be complemented with a color palette and graphic distribution that would help the flowing reading of the book. For this reason, we created a balance between the white spaces that give a break and the blocks of text that continue to make it easier to read and identify the ingredients of each recipe.<\/p>\n<\/div><\/section><\/div><\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_3'  class='avia-section av-2546j9-185b698eae801c3c34f31db63e91e723 main_color avia-section-default avia-no-border-styling  avia-builder-el-6  el_after_av_section  el_before_av_section  avia-bg-style-scroll  container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-525'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column av-1wz6p1-9b703ded47e8d5913274a51fc9bbbb82 av_one_full  avia-builder-el-7  avia-builder-el-no-sibling  first flex_column_div '   ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1oom8l-7caf329a872cea12a67b7c8143489fab\">\n.avia-image-container.av-1oom8l-7caf329a872cea12a67b7c8143489fab .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-1oom8l-7caf329a872cea12a67b7c8143489fab av-styling- avia-align-center  avia-builder-el-8  avia-builder-el-no-sibling  '  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" class='avia-img-lazy-loading-not- avia_image' src=\"https:\/\/scd.com.co\/es\/wp-content\/uploads\/sites\/2\/2022\/06\/2022-11-03_LibroMercari_01-2.jpg\" alt='' title=''   itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div><\/div>\n<\/p>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_4'  class='avia-section av-1k08id-83d9d27ace79fa28e2c70029ec5ef108 main_color avia-section-default avia-no-border-styling  avia-builder-el-9  el_after_av_section  el_before_av_section  avia-bg-style-scroll  container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-525'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column av-56491-5aeb4626c46bbd87f7bc9a86fa872215 av_one_half  avia-builder-el-10  el_before_av_one_half  avia-builder-el-first  first flex_column_div '   ><\/div><div class='flex_column av-4n1it-8262bfbe67b0ca62071504c07560a651 av_one_half  avia-builder-el-11  el_after_av_one_half  avia-builder-el-last  flex_column_div '   ><section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock  '   itemprop=\"text\" ><p class=\"p1\">When viewing this book, we wanted readers to be transported to their childhood, when they saw grandmother&#8217;s cookbooks, conveying a feeling of nostalgia and joy, with memories of childhood flavors. For this, we use typographic resources taken from classic books, such as the beginning of the paragraphs, the frames for certain parts of the grid and also the choice of a traditional serif font for the running text. We also wanted to contrast the traditional font with big titles in a sans serif font.<\/p>\n<p class=\"p1\">On the other hand, when thinking about the photographic proposal for this book we went through several moodboards, but we came to the conclusion that the photography for Nene and Moli had to be a reflection of the authors. We worked on presenting an image that represented them and with which they felt connected. We seek to transmit harmony, lots of light and clarity. Connecting with the feeling of nostalgia and flavors of childhood, we wanted to show each preparation as &#8220;recipes that embrace the soul&#8221;, with harmonious and balanced compositions and above all, photos with delicious food that invite sharing and inspire joy through bright colors. , and also sincerity and honesty through light and nature.<\/p>\n<p class=\"p1\">This project seeks to honor traditional cookbooks, and today we can share the joy that the book is not only for sale, but that it was the winner of the GOURMAND WORLD COOK AWARD for the best pastry book 2023 Colombia.<\/p>\n<p class=\"p1\">Each project is an incredible challenge, and we dream of continuing to fill bookstores with more and more fascinating books.<\/p>\n<\/div><\/section><\/div><\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_5'  class='avia-section av-1x9vq5-35a076ce9ea9eabb9fe262ff631a9851 main_color avia-section-default avia-no-border-styling  avia-builder-el-13  el_after_av_section  el_before_av_section  avia-bg-style-scroll  container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-525'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column av-1rrbkt-f01299ebbb2e50ad7c188c5c742abd66 av_one_full  avia-builder-el-14  avia-builder-el-no-sibling  first flex_column_div '   ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-l7i3z1lt-0c9e11e80377f46aeaa00fd17a5e1788\">\n.avia-image-container.av-l7i3z1lt-0c9e11e80377f46aeaa00fd17a5e1788 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-l7i3z1lt-0c9e11e80377f46aeaa00fd17a5e1788 av-styling- avia-align-center  avia-builder-el-15  avia-builder-el-no-sibling  '  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" class='avia-img-lazy-loading-not- avia_image' src=\"https:\/\/scd.com.co\/es\/wp-content\/uploads\/sites\/2\/2022\/06\/2022-11-03_LibroMercari_03-2.jpg\" alt='' title=''   itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div><\/div>\n<\/p>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_6'  class='avia-section av-rirud-dc6d06b61698f3864b72a6ac0b854467 main_color avia-section-default avia-no-border-styling  avia-builder-el-16  el_after_av_section  avia-builder-el-last  avia-bg-style-scroll  container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-525'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column av-lt17h-403057e0bf4bae4b0f1b50c8971aa9d8 av_one_half  avia-builder-el-17  el_before_av_one_half  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