The graphic design of the orange, which identified produce from places with such a high fruit pedigree as Carcaixent, Alzira, Burriana or Vila-Real, have a vintage beauty that is linked to the economy of a land where the driving force was, for decades, the export of those oranges. Burriana, for example, which in the nineteen-twenties had a population of 15,000 people, had over 250 exporters with open warehouses. Where there was an orange industry, there was design.
Printing presses and lithographic workshops, with their designers and illustrators, developed the brands for each one of the many producers of oranges. This enables us to speak of a close link between that industry and a valuable design legacy that has been very little analysed and which, today, has been preserved thanks to the particular interest of a few enthusiasts of this aesthetic.
To begin to remedy this omission, the design studio El Vivero has proposed a project to research and recover this fruit-growing graphic design which is developed in the exhibition ’Fruits of design’, promoted by WDC2022 in collaboration with the museums Centre del Carme and CentroCentro. The exhibition displays more than 250 sheets of tissue paper, 120 boxes and 360 labels.