La Pesada

Puente de Vallecas is one of the most populated districts of Madrid. It is a working-class neighborhood, the birthplace of Spanish rock bands like Ska-P and Obús. One of the most characteristic features of the district is the extensive associative movement, focused on neighborhood, social, cultural, and environmental associations.

La Pesada was born with the purpose of integrating into the neighborhood to offer a different way of consuming products for its residents.

The name La Pesada is a play on words in Spanish: “La pesada” refers to the act of weighing, due to the nature of measuring the amount of product the consumer buys at the store. “Pesada” is a feminine adjective that describes someone who is annoying, impertinent, unbearable, and difficult to tolerate. This humorously refers to the dense eco-friendly discourse.

The brand identity had to encompass all these characteristics that make both the neighborhood and the store so special.

It was necessary to create labels to display the ingredients, usage amounts, and legal markings. The labels are printed using risograph on recycled adhesive paper. Risography is an eco-friendly printing technique because its ink is soy-based and contains no volatile solvents. The process also doesn’t require disposable aluminum plates or chemical fixatives, and there are no leftover ink residues. Additionally, the risograph printer uses little energy thanks to its cold printing process.