Imagine Brands: Turning Everyday Materials into Thought‑Provoking Art
The Idea Behind the Project
Pedro Herráiz, a Fine Arts graduate who works professionally in brand design, asked himself what would happen if he mixed his design skills with pure artistic expression. The result is the “Imagine Brands” series – a set of fake brand names and logos for products that don’t actually exist. By giving these imaginary brands a visual identity, Pedro invites viewers to think about how much power real logos have in our daily lives.
Why Paper and Cardboard?
Everyday Materials, Noble Treatment
For most of his career Pedro has used paper and cardboard to sketch logos and mock‑ups. In this project he treats those same materials as the final artwork, giving them texture, layers, and a sense of permanence. He rejects the idea that they are “low‑quality” and shows that even humble supplies can carry strong artistic messages.
Hands‑On Process
Each piece starts with a simple sheet. Pedro cuts, folds, glues, and sometimes paints the surface to create depth. The tactile nature of the work makes it easy to see the effort behind every line and shade, encouraging the audience to look closer.
Research First, Creation Second
Before putting pen to paper, Pedro spends time researching the concept behind each fake brand. He looks at cultural symbols, emotions, and social trends to make sure the brand feels plausible, even if the product is absurd. This groundwork gives the artwork a layer of meaning that goes beyond a funny name.
Highlight Works
Glom – The Sadness Brand
One of the most striking pieces is called “Glom,” which plays on the English word “gloom.” The brand sells “almacepán” pills that claim to heal emotional pain. The visual combines a Baroque‑style bleeding heart with a large, watchful eye in the centre, suggesting that sorrow is both visible and deeply felt.
Other Playful Concepts
Other works include brands for items like “instant nostalgia spray,” “zero‑gravity socks,” and “silence‑in‑a‑can.” Each uses clever typography, bold colours, and familiar logo layouts to make the absurd feel almost believable.
Exhibition in Sant Lluís
Five large‑format works from the Imagine Brands collection are currently on show at Esforaster de Sant Lluís. The exhibition will run until autumn, giving locals and visitors a chance to see how design techniques can be transformed into gallery‑ready art. Posters beside each piece tell the short story behind the brand, inviting viewers to read, reflect, and even smile.
Pedro’s Connection to Menorca
Pedro has been visiting Menorca for about thirty years, arriving whenever the weather warms up. He says the island feels alive with creativity – from street murals to local crafts – and that atmosphere inspired him to share his work here. Showing Imagine Brands in Sant Lluís feels like a natural extension of his long‑time love for the place.
Conclusion
Imagine Brands shows that art doesn’t have to live only in traditional media. By using the tools of a designer – typography, layout, and material experimentation – Pedro Herráiz creates pieces that make us question the symbols we see every day. The exhibition proves that a simple sheet of paper or cardboard, when backed by research and imagination, can become a powerful statement that resonates with teens and adults alike.
Source
Images Credit: www.menorca.info