DIGITAL UP MAGAZINE DIGITAL PROMO Arrels Hey Studio A Barcelona-based footwear brand, Arrels hired Hey Studio to create the total design for their brand. Arrels is Spanish for ‘’roots,’’ and creation of their new identity meant ‘’finding the right balance between their urban look and their rural roots and between being handmade and mass produced.’’ The concept was to emphasize the duality in the two colors of the identity, and in the pattern created for the boxes and the shoes, an idea which was carried over to the brochure. Hey Studio started from the idea that if the surface concrete layers were to be removed, we would find the earth itself. http://heystudio.es [ 26 ] DigitalUP