Opinion by Richard Baird Posted 9 April 2014
Numbered is a range of handcrafted home-ware products and individual commissions, created by Basque product, space and graphic designer Martín Azúa, that explore the relationship between functionality, emotion and conceptual thinking, and blur the line between tradition and innovation. A limited and controlled production context, personalisation and a connection to the local environment bring further value to each object and influence their form, material and manufacture. These values are referenced in a new brand identity solution developed by Barcelona based design studio P.A.R which included logotype, custom script, business cards and swing tag design.
A contrast of neutral sans-serif characters and the energy and creative brush strokes of a handscript drawn by Martín Azúa, pencil finished detail, and the severity of a white board and black ink, set within the context of the rich material texture of each object and well shot photography online, neatly reference and resolve the exclusivity, craft, individuality and use that underpin the value of each object.
The tags perhaps offers the strongest reflection of the nature of the collection by infusing the blunt practicality of the type and its bold oversized application with the uncoated texture and quality of a weighty board through the process of a blind emboss.
The result is an interesting juxtaposition of functionality and ubiquity alongside uniqueness, art and authorship, delivered through very few assets with a restraint that appropriately frames the communicative value of physical experience and the visual texture and quality captured through image, the purpose and material that influenced form and the emotional response expected to be derived from owning such an object.