Pràctica’s identity for Tropic Gallery balances childlike playfulness with organic sincerity

Tropic Gallery is an online concept store, founded in Barcelona, that provides sustainable and beautiful alternatives to typical family-orientated products. With responsible consumption at the heart of the company, the team approached Pràctica to provide a brand refresh and social media graphic development that speaks directly to eco-conscious families. In return, the Barcelona and New York-based studio have delivered an identity fitting for the natural and organic shop, with a playful visual language rooted in meaning. For the display font, the team opted for HB Hue, a serif typeface designed by Berton Hasebe. Explaining the thinking behind the choice, Founding Partner Anna Berbiela notes that “with its rounded serifs, this typeface has soft and gentle shapes that give a warm tone to Tropic Gallery.” To complement the serif, Neue Haas Grotesk was selected for the body copy. When paired with HB Hue, Berbiela continues, “this font balances the communications with a rigorous look.” Bringing an imperfect, childlike, yet wholly endearing character to the brand are the hand-drawn elements, evocative of a child let loose with a tablet. Describing the development of the creatures and alphabet in-house, Berbiela informs us that the team found inspiration in the creative freedom of children’s drawings. “We simulated a kid’s computer drawing style (made in programmes such as Paint),” she adds, “to connect directly with the target audience.”