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Son Raïm
More info
Year
2023
Location
Randa, Mallorca
Typology
Singular housing
Architect
Icazar
Services
Property Branding, Architectural Visualization, CG Images, Brand Identity, Brand Strategy, Editorial
Son Raïm is an exclusive vineyard estate located in southeast Mallorca. The brief focused on developing a brand identity and a digital communication system, delivered through a brochure, to convey the property as an asset of exceptional value. The project integrates architecture, landscape, and art through property branding with precision.
The name comes directly from the land itself, the presence of the vineyard. Anchored by this concept, we organized the content into concise chapters. The editorial structure balances photography, white space, and text, creating a visual cadence that helps readers absorb technical information without disrupting the reading flow.
The tagline “Playful spirit of living” defines the estate's character: a way of living shaped by curiosity, lightness, and aesthetic rigor. To support that position, we selected Paul Klee's work as our narrative thread. Klee’s work holds a unique balance between geometric structure and a free, playful spirit. His pieces and quotes act as visual pauses between technical sections that reset the gaze and echo the unhurried rhythm of a small stroll through the vines.
Visual identity draws inspiration from the artistic period between 1930 and 1945. We referenced publications by Picasso, Jean Cocteau, and Miró, in which flat colours, essential forms, and typographic gestures dictate the visual hierarchy. The brochure curates these influences and gathers cartography, floor plans, and technical specifications into a final section designed for quick reference. The result is a dossier in which the vineyard serves as the central connector across the entire brand experience.
The logotype originates from a domestic abstraction: wine stains left on a tablecloth. We translated this idea into overlapping ovoid shapes and a typographic composition where characters shift freely, echoing the tradition of interwar European poster culture. While Bauhaus influences are present in the geometry of the marks, they are softened by a Mediterranean pulse that feels decidedly more organic than rigid
The visual language also embraces Miró’s primitivism, bold red forms set against neutral backgrounds, and the spirit of Cocteau’s calligrams, where typography breaks free from the baseline to become a purely graphic element. This graphic architecture underpins the "Playful Spirit of Living" concept with a modern, direct aesthetic and an optimistic sense of restraint.
