S/S 18

The publication Made in Spain, which represents the general position of the brand, emplaces the collection of every season on a different Spanish location.


The Cabo de Gata natural park was the perfect location for Pedro Garcia’s spring/summer collection 18. The collection features Arabic nuances, natural colours and uses materials such as leather and esparto. The warm air and the arid quality of the area enhance the sensation of a summer collection: sandals, slippers or open rooms. The straight to the point and precise art direction, combined with the natural light captured by Daniel Riera’s camera, make the combination of singular settings and the collection work in perfect symbiosis. The supplementary catalogue, Eye On, focuses on three ancestral artisan techniques from the area: work made using plaster, Harappa, and Nijar ceramics.

Pedro García is a family firm of high-end shoemakers based in Elda, Spain. For three generations they’ve kept the region’s manufacturing tradition, applying an “industrial craft” know-how to every detail of their collections. The bond we have with Pedro García, as result of our 15-year collaboration, allowed us to focus on a communication that truly reflects the essence of their brand identity.

Awarded with:

2014 Silver Laus, editorial design

Brand identity

We designed Pedro García a stamp that highlighted their industrial essence and that takes inspiration from marks engraved in leather products. The logotype thus incorporates the company’s address and details in the design, shaped as a text block set under a single graphic rule. Always printed on quality craft materials, we gave visual expression to the character of this fashion shoe brand.

Art Direction

Made in Spain is the concept behind our art direction for Pedro García. It claims internationally the brand’s roots in Elda, a quality stamp in high-fashion, and their social commitment to local shoemakers. With every catalogue design, we invite photographer Daniel Riera to reveal another Spain. Our art direction focuses in depicting atypical places, carefully chosen to fit each collection’s spirit. In an insert are gathered stories from these places, that share with the brand their singular character. Content, written by Carlos Serrat, and art direction are so matched to give Pedro García a personal insight.