Over the past decade the Madrid region’s food and agriculture sector had recovered its economic and social significance. In keeping with this recovery, the Regional Ministry of the Environment and Territorial Planning of Comunidad de Madrid created a guarantee brand that would promote the communication of the products and of the region’s agro-industrial fabric.

At Idonika, using our own tools and methods, we created the visual identity and drew up the guiding principles for the use of the emblem, along with a documentary corpus based chiefly on illustrations and photographs that would subsequently help us design all the elements of the new brand’s advertising campaign. And we did so bearing in mind our starting point—our own past. Thus the eighteenth century, also known as the ‘Age of Enlightenment,’ and the reign of Charles III of Spain, under which the sector would experience the greatest transformations in its history, became the basis of the slogan ‘Cultivating Good Customs.’