Julian Pineda (visual designer) (art director) - Art Direction for Bombonería Pons

Art Direction for Bombonería Pons

Bombonería Pons is a chocolate factory and shop based in Barcelona. Since 1960, this traditional brand has established itself as one of the few remaining places where artisanal chocolate creations inspired by Catalan modernism are made.

Brand Guidelines

As the brand transitioned to the digital space, it needed to maintain its traditional charm while embracing modern marketing strategies. The challenge? The brand had an established logo and typography already licensed, so my task was to create a cohesive visual rollout around these assets.

The goal was to develop a versatile visual identity that would work across both digital and print media, supporting Bombonería Pons in its B2C and B2B business lines. I focused on using the typography and logo in a way that reinforced the brand’s legacy, while ensuring the flexibility needed for a range of formats and channels.

E-commerce UX/UI Redesign

To ensure a seamless brand experience, the UI for the e-commerce platform was redesigned, aligning it with the new visual identity and improving user engagement.

Assets & Visuals for B2B and Corporate Lines

Catalogs designed for Marketplaces, Professionals and Corporate lines and the exclusive website developed for Professional and Wholesale clients.

Art Direction & Storytelling for Seasonal Campaigns

For the 2022/2023 campaigns, the product photography had an emphasis on storytelling, blending elements of fantasy with the irresistible appeal of the chocolate confections. The photography art direction used vibrant color palettes, minimal props, and carefully crafted lighting to highlight the textures and elegance of the chocolates, bringing the brand’s narrative to life in each image.

Christmas 2023

Classic turrones, chocolate Christmas figures, and gift boxes are presented in an array of settings that blend playful metaphors, abundance, gold accents, and the visual harmony of lights and shadows.

Christmas 2023 - Main Photo Spread

Christmas 2023 - Campaign Teaser Poster (L), Turrones Bifold Catalog (R)

Panellets & Castanyada 2023

Thought as a minimalist fantasy, the art direction emphasizes the natural essence of autumn flavors, a gentle light source, and still backgrounds that showcase the product in its simplest form.

Castanyada 2023 - Main Photo Spread

Castanyada 2023 - Front store posters

Easter 2023

Reimagined as a lavender-tinted sunrise of spring, the Easter campaign combines the cheesy and childish aspects of the holiday with the clean attributes of the season.

Easter 2023 - Main Photo Spread

Easter 2023 - Campaign Teaser Poster

Valentine's 2023

A series of still lives celebrating the old-fashioned tradition of giving chocolates on Valentine's Day, featuring pastel colors and a touch of whimsy, with a special focus on limited-edition chocolates. Additionally, we collaborated with Alblanc Atelier, a local florist in Barcelona.

Valentine's 2023 - Main Photo Spread

Valentine's 2023 - Front store posters

Christmas 2022

A collection of kitsch scenes depicting festive Christmas table settings, featuring a range of products and a nostalgic touch with vintage kitchenware and glassware, all highlighted with vibrant red satin accents.

Christmas 2022 - Main Photo Spread

Best Sellers / Black Friday 2022

A peek behind the curtain, showcasing a retrospective of the year's trendiest products set against a backdrop adorned with shimmering sparkles and illuminated by spotlights.

Best Sellers 2022 - Main Photo Spread

Panellets & Castanyada 2022

The product out of its usual context, depicted as tiny characters, making their way into a liminal yet minimal forest, embellished with autumn foliage.