The Brand Identity – Home of the Greatest in Graphic & Brand Design
Barcelona-based studio Plakton grew Boscada’s identity from a family memory: “Bellaguarda is where our grandfather used to go,” a high place with remote farms surrounded by forest. Baró i Fills is a family-owned company that has spent more than 50 years growing stone and pome fruits, and Boscada is the first apple it has produced and marketed under a brand of its own – Golden, Fuji and Granny Smith varieties grown at around 1,000 metres above sea level, where the altitude gives the fruit special characteristics.
The name evokes being surrounded by the forest – emboscada in Catalan – while also suggesting an apple that is much sought-after, a desired one. “We chose to build the identity around the first meaning: the forest and the landscape where these apples grow,” explains brand strategist Gerard Condal. “We like identities that reveal themselves over time – the name has a second layer of meaning for those who discover the story, rather than explaining everything at first glance.”
That territory is distilled into the symbol, which was drawn from the orchards at 1,000 metres and the forests and irregular terrain around them. Rather than picturing a mountain or a forest outright, the mark folds the apple, the rolling fields and the surrounding woodland into one graphic element, presented with a level of abstraction that lets it work as a small-scale identifier. “It needed to evoke the territory without becoming descriptive,” details Art Director Roser Padrés, “allowing it to work as a timeless logo that could be reproduced at very small sizes.”
Alongside the symbol sits a second illustration language of expressive watercolours that represents the landscape in a richer, more emotional tone. These were drawn as one large composition, then cropped into fragments and reused across boxes, social media and communication pieces, so each touchpoint has a different section from the same visual universe. The symbol identifies the product on a label, while the box immerses people in the world of Boscada. “The illustrations feel organic and expressive, while the overall layout, typography and composition remain highly structured and restrained,” Padrés explains. “That balance reflects the product itself: nature is spontaneous, but cultivating exceptional apples at this altitude requires precision, experience and care.”
The identity pairs Matthieu Cortat’s warm Petit Serif, released through 205TF, as the primary typeface with Hoefler & Co.’s Clarendon-inspired slab serif Sentinel as the secondary one. “We were looking for typography that felt timeless and elegant without becoming too nostalgic,” Padrés notes. “Petit Serif brings a distinctive personality and warmth that complements the emotional side of the brand, while Sentinel provides clarity and balance across longer texts and digital applications.”
The labels distinguish the three varieties through colour, chosen as a functional tool. Because the labels are applied directly onto the fruit, the palette was tuned for contrast against the apple itself, keeping each variety legible and instantly recognisable while still sitting comfortably within the wider identity.