Esperit Roca

A white canvas is placed behind each botanical species, separating the ingredient from the habitat and also turning the latter into the frame of the photograph.

The typeface that provides the entire project with personality is a custom version of Petit Serif, a typeface from the French 205 Type Foundry designed by Matthieu Cortat. This typeface presents itself as a line of monumental Roman capitals with classical proportions and very mild serifs due to the use of brushes in its original creation. The belly of characters B, P and R tapers towards the top, and the middle arm of E and F rises, lifting up the center of gravity of these characters in order to make them more graceful. In addition, a wide collection of ligatures have been designed.

The logo includes a ligature between the letters O and C. In the counterform of the intersection of these two letters there is a rhombus, a symbol of the crossroads, the meeting point. In addition, this shape is used as a decorative element on the roofs of Catalan farmhouses.

The Paratges series captures the landscape and the botanical species distilled into drinks. Joan Pujol Creus has photographed all the botanical species in their wild state, framed in a white board. Accompanied by Bernat Guixer, he has photographed carob trees in el Penedès, almond blossoms in el Montsant, junipers, rose hips and black pine in la Vall Fosca, rock tea in the Tremp basin and gentians and mountain thyme in the Pyrenees, among many other botanical species.

The Cocoa series connects with Casa Cacao, El Celler de Can Roca’s own chocolate factory. In the back of the labels we can see, like in the products of the Paratges series, the main ingredient floating behind the liquid. Whereas in the box that contains the bottle, we find the same ingredient scaled up in a large size, making it possible to appreciate its imperfections and discovering a new landscape in its surface.

Esperit Roca suggests a series of cocktails and mixed drinks are proposed for each product. In order to capture the essence of these drinks, any visual noise that distracts between spectator and cocktail is eliminated. Using camera zooms and dark backgrounds, we capture the detail and offer a catalogue of images that enhance and explain the quality of the final product.