El Primo Ramón for Honey & So
last updated 17 February 2021
Last year, Bright illustrator El Primo Ramón created the gorgeous packaging design for Yemeni honey brand Honey & So. His artwork can now be found adorning the Sidr honey products for sale on their website. We caught up with Ramón to find out more about his creative process for the Honey & So packaging.
How did you get involved in the project?
I got involved through The Bright Agency. The first phase consisted of creating a sample to make sure our work matched what the client was looking for and it went from there.
What was your creative process in responding to the brief?
Well, the first step in the case of ‘Honey & So’ was to do research. The client wanted an image that would portray different aspects of Yemeni culture, such as nature, people, and especially the architecture. I needed to learn about these things for the project, with the aid of the client. It was a truly rewarding process. Everything had to be accurate: clothing, colours, architectural ornaments… but at the same time keeping my own style. It was a back and forth process, sharing sketches and getting feedback until we reached the final result.
What did you enjoy most about working on this project?
The whole project was a fantastic experience. I knew very few things about honey in general and about Yemeni honey in particular. This project was a great opportunity to dig into a different culture, but at the same time it was a challenge to summarise all those ideas in a single image.
What are the differences between illustrating for packaging and illustrating for publishing?
I think packaging is defined by the need to synthesise. Unlike publishing, when you work with packaging all the ideas and imagery must be condensed into only one representative image. With packaging I find it important to dive into all that there is behind the product: tradition, process of making… I see it as a great opportunity to work in a different way!
What are your goals in the world of illustration?
I’d like to explore as many fields as possible. Right now, I mainly work in the publishing world. I love illustrating books, but other kinds of projects, such as packaging or editorial, offer the possibility of trying different approaches and working processes.
What’s your favourite thing to illustrate?
I couldn’t say! Honestly, I still haven’t found anything I do not enjoy illustrating!