Carmencita turns 100.
Turning a century is a very important milestone. And the number one hundred is, typographically speaking, equal to that numerical and historical importance. The hundred is what we call a round number.

A discreet curl, on the front of the two zeros, turns the number 100 into an unmistakable Carmencita number, and does so fulfilling the two essential physical characteristics for a good Logo: Work equally in positive and negative and do not lose readability in small sizes.

Estrada Design’s proposal entailed simplifying its logo, building its brand and implementing it across its product range, increasing the presence of the brand in displays and packaging to drive and strengthen this own name, which is one of the firm’s primary distinguishing marks.

This brand, which is an industry leader in Spain and started out in 1920 trading saffron, is based on the image of the young Carmencita, the grandmother of one of the current owners of the firm, wearing traditional dress, a Cordoban hat and a Manila shawl. Estrada Design proposed simplifying its logo and is the mastermind behind the firm’s current image.