{"id":950,"date":"2022-08-31T22:12:03","date_gmt":"2022-08-31T22:12:03","guid":{"rendered":"https:\/\/scd.jvallejo.co\/en\/?p=950"},"modified":"2022-12-05T14:41:29","modified_gmt":"2022-12-05T14:41:29","slug":"beyond-function-to-feeling","status":"publish","type":"post","link":"https:\/\/scd.com.co\/en\/news\/beyond-function-to-feeling\/","title":{"rendered":"Design democratization"},"content":{"rendered":"<div id='av_section_1'  class='avia-section av-5omyly-8b379af1e78a4918a22f6bb3f5d1c26c 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-950'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-l7i648sp-3706f62b82a4a6f8e11619411c5ea305\">\n.avia-image-container.av-l7i648sp-3706f62b82a4a6f8e11619411c5ea305 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-l7i648sp-3706f62b82a4a6f8e11619411c5ea305 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='wp-image-1306 avia-img-lazy-loading-not-1306 avia_image' src=\"https:\/\/scd.com.co\/en\/wp-content\/uploads\/sites\/3\/2022\/08\/220523_NUTHOS_WEB-01-2990x1709-1.jpeg\" alt='' title='220523_NUTHOS_WEB-01-2990x1709'  height=\"1709\" width=\"2990\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/scd.com.co\/en\/wp-content\/uploads\/sites\/3\/2022\/08\/220523_NUTHOS_WEB-01-2990x1709-1.jpeg 2990w, https:\/\/scd.com.co\/en\/wp-content\/uploads\/sites\/3\/2022\/08\/220523_NUTHOS_WEB-01-2990x1709-1-300x171.jpeg 300w, https:\/\/scd.com.co\/en\/wp-content\/uploads\/sites\/3\/2022\/08\/220523_NUTHOS_WEB-01-2990x1709-1-1030x589.jpeg 1030w, https:\/\/scd.com.co\/en\/wp-content\/uploads\/sites\/3\/2022\/08\/220523_NUTHOS_WEB-01-2990x1709-1-768x439.jpeg 768w, https:\/\/scd.com.co\/en\/wp-content\/uploads\/sites\/3\/2022\/08\/220523_NUTHOS_WEB-01-2990x1709-1-1536x878.jpeg 1536w, https:\/\/scd.com.co\/en\/wp-content\/uploads\/sites\/3\/2022\/08\/220523_NUTHOS_WEB-01-2990x1709-1-2048x1171.jpeg 2048w, https:\/\/scd.com.co\/en\/wp-content\/uploads\/sites\/3\/2022\/08\/220523_NUTHOS_WEB-01-2990x1709-1-1500x857.jpeg 1500w, https:\/\/scd.com.co\/en\/wp-content\/uploads\/sites\/3\/2022\/08\/220523_NUTHOS_WEB-01-2990x1709-1-705x403.jpeg 705w\" sizes=\"(max-width: 2990px) 100vw, 2990px\" \/><\/div><\/div><\/div>\n<\/div><\/div><\/main><!-- close content main element --><\/div><\/div><div id='av_section_2'  class='avia-section av-5hi9va-fea7fe184d145d4f00e8e25ee2f5d0e1 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-950'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column av-5eicu6-be0e16338be707f01db16db9e68913f7 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-ijitq-aaaf80c73f2bf79c9d9fe8954dd1db5d 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>We started doing small projects, in which we received many brands already developed prior to our arrival. We work on many adaptations and line extensions. We had to deal with developments in many product categories that we had never worked on before.<\/p>\n<p>Little by little and with perseverance, we began to interpret this client, the great D1, much better. A wholesale client for whom speed and understanding of the objective was key. We understood that these stores were aimed at a very wide audience and that their promise of low price with high quality was key. We face the challenge of designing for this large public and generating brand trust through packaging. The design had to be massive, but at the same time it had to look close and high-quality.<\/p>\n<p>Time passed, and while others discover the world of D1, we finally got design opportunities to renew some brands and launch new ones. They gave us an &#8220;open letter&#8221; to explore and propose, taking into account the premises described above.<\/p>\n<p>It was time to propose and believe in design, in the power of a good typographical selection, to turn what was generally seen on the shelves. We will remember 2 projects that turned the way we started making designs for this client:<\/p>\n<\/div><\/section><\/div>\n<\/p>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_3'  class='avia-section av-511m7y-b1d72c4e1e0cd98852195abd7a55de6c 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-950'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column av-4xoesm-8e1cc9e619c6aef8ffdeb50b996981ab 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-l7i64v2t-496519ceaeaa99d9c59b342d0d1de918\">\n.avia-image-container.av-l7i64v2t-496519ceaeaa99d9c59b342d0d1de918 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-l7i64v2t-496519ceaeaa99d9c59b342d0d1de918 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='wp-image-594 avia-img-lazy-loading-not-594 avia_image' src=\"https:\/\/scd.com.co\/en\/wp-content\/uploads\/sites\/3\/2022\/07\/220608_SCD_WEB_MASMAI-03-2990x1974.jpg\" alt='' title=''  height=\"1974\" width=\"2990\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/scd.com.co\/en\/wp-content\/uploads\/sites\/3\/2022\/07\/220608_SCD_WEB_MASMAI-03-2990x1974.jpg 2990w, https:\/\/scd.com.co\/en\/wp-content\/uploads\/sites\/3\/2022\/07\/220608_SCD_WEB_MASMAI-03-300x198.jpg 300w, https:\/\/scd.com.co\/en\/wp-content\/uploads\/sites\/3\/2022\/07\/220608_SCD_WEB_MASMAI-03-1030x680.jpg 1030w, https:\/\/scd.com.co\/en\/wp-content\/uploads\/sites\/3\/2022\/07\/220608_SCD_WEB_MASMAI-03-768x507.jpg 768w, https:\/\/scd.com.co\/en\/wp-content\/uploads\/sites\/3\/2022\/07\/220608_SCD_WEB_MASMAI-03-1536x1014.jpg 1536w, https:\/\/scd.com.co\/en\/wp-content\/uploads\/sites\/3\/2022\/07\/220608_SCD_WEB_MASMAI-03-2048x1352.jpg 2048w, https:\/\/scd.com.co\/en\/wp-content\/uploads\/sites\/3\/2022\/07\/220608_SCD_WEB_MASMAI-03-1500x991.jpg 1500w, https:\/\/scd.com.co\/en\/wp-content\/uploads\/sites\/3\/2022\/07\/220608_SCD_WEB_MASMAI-03-705x466.jpg 705w\" sizes=\"(max-width: 2990px) 100vw, 2990px\" \/><\/div><\/div><\/div><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_4'  class='avia-section av-4nxnha-a66309e9927f05bff40a5df5a1906e79 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-950'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column av-glb1q-21742b4dbf36a10f8ebcc40bd03896f5 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-4f9ga6-8be41e263979e5fc5390c56e682fbca5 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\" ><h3>Masmai<\/h3>\n<p>We started designing the line of arepas in 2016, in the market the referents were full of traditional and saturated designs. The challenge we had was to design a low-cost production line, that is, with few inks and finishes, which also had color codes so that they could be easily distinguished at the point of sale. Because it is a product of so much Colombian tradition, we wanted to bring some graphic elements such as geometric patterns and a circular figure that helped support the entire design. Finally, we selected colors for each product so that they would contrast and generate a visual block in the gondola. .<\/p>\n<\/div><\/section><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_5'  class='avia-section av-47vecm-e52115992002e0bb6807f8df1331dc5e 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-950'><div class='entry-content-wrapper clearfix'>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_6'  class='avia-section av-3xh5cu-d8d3639b263cf933468ff2a0a9da6df0 main_color avia-section-default avia-no-border-styling  avia-builder-el-14  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-950'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column av-3nr51q-9821c0433212b77a328ab5d58394357d av_one_half  avia-builder-el-15  el_before_av_one_half  avia-builder-el-first  first flex_column_div '   ><\/div><div class='flex_column av-3lx7la-f7d4555bf5327c67f63b64d8bf542aaa av_one_half  avia-builder-el-16  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\" ><h3>Crachos<\/h3>\n<p>In this line of snacks, there was already a previous design very close to the common within the category. In this case, we did a total lift to the two lines of traditional snacks and Mexican products, bringing new elements that would allow us to differentiate ourselves from the competitors. We wanted to bring &#8220;good design&#8221; to the table, just as we learned it at university but brought to the practical world: information hierarchy, good communication, proper typographical selection to make sense of the concept, respect for photography and good composition. We also put &#8220;new&#8221; typefaces on the table that were not used by clients because they were &#8220;illegible&#8221;. We complement with new graphic concepts to enrich the visual panorama and that we all enjoy a good design, one of those that today touches all corners of the country and all strata. We managed to create a forceful design that spoke &#8220;you to you&#8221; with the traditional brands of the market.<\/p>\n<\/div><\/section><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_7'  class='avia-section av-33woda-b15fa5ce36250c3bb7321c205e22e5b6 main_color avia-section-default avia-no-border-styling  avia-builder-el-18  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-950'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column av-2u45s6-1f319bf08995bbc8107306a17eb93a4f av_one_half  avia-builder-el-19  el_before_av_one_half  avia-builder-el-first  first flex_column_div '   ><\/div><div class='flex_column av-2nxbem-883efa1826fd0336c6ff9c7be11a34ea av_one_half  avia-builder-el-20  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>For many years, some customers gave us comments like &#8220;it should look more massive&#8221;. Over time we realized that when they said they were referring, for us, to a design with poor typographical selection and obvious resources. It is as if an architect was told that the house does not look massive enough, the question is why should he redesign it with more poor finishes? our answer is no, we don&#8217;t think it should be. The design must fulfill a function that is to communicate, differentiate the products and sell. That doesn&#8217;t mean he has to be poor and equal to the rest. Our mission as designers is precisely to guide the client in this.<\/p>\n<p>With D1 we have had the opportunity to design for everyone, thinking of everyone, not because the design looks poor, but on the contrary, we bring new resources to the table and make the consumer feel confident, special and unique what they consume every day. a day.<\/p>\n<\/div><\/section><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>More than 10 years ago, a client came to us that we never imagined would become such an important company for our professional life or for the country.<\/p>\n","protected":false},"author":1,"featured_media":1303,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31],"tags":[],"class_list":["post-950","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-packaging"],"_links":{"self":[{"href":"https:\/\/scd.com.co\/en\/wp-json\/wp\/v2\/posts\/950","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/scd.com.co\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/scd.com.co\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/scd.com.co\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/scd.com.co\/en\/wp-json\/wp\/v2\/comments?post=950"}],"version-history":[{"count":6,"href":"https:\/\/scd.com.co\/en\/wp-json\/wp\/v2\/posts\/950\/revisions"}],"predecessor-version":[{"id":1305,"href":"https:\/\/scd.com.co\/en\/wp-json\/wp\/v2\/posts\/950\/revisions\/1305"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/scd.com.co\/en\/wp-json\/wp\/v2\/media\/1303"}],"wp:attachment":[{"href":"https:\/\/scd.com.co\/en\/wp-json\/wp\/v2\/media?parent=950"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/scd.com.co\/en\/wp-json\/wp\/v2\/categories?post=950"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/scd.com.co\/en\/wp-json\/wp\/v2\/tags?post=950"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}