D.O.P. Dehesa de Extremadura
2024 © Project developed for AGR Agency on behalf of D.O.P. Dehesa de Extremadura.
2024 © Project developed for AGR Agency on behalf of D.O.P. Dehesa de Extremadura.
A GUARDIAN OF ORIGIN
Dehesa de Extremadura is one of the world’s leading designations for Iberian ham.
More than certifying a product, it protects a territory and its truth — a landscape, a culture, a way of life.
More than certifying a product, it protects a territory and its truth — a landscape, a culture, a way of life.
The challenge: to turn that responsibility into a visual identity that feels timeless, strong, and alive.
A BRAND THAT STANDS FOR ITS LAND
The new identity doesn’t represent a product — it represents an ecosystem.
Dehesa de Extremadura becomes the voice of its territory, uniting the producers it protects and the land that sustains them.
Dehesa de Extremadura becomes the voice of its territory, uniting the producers it protects and the land that sustains them.
Built on two principles — Truth and Virtue — the brand finds its balance between transparency, authenticity, and harmony with nature.
PURA DEHESA — ORIGIN AS NARRATIVE
The creative direction starts from the land itself.
Instead of showing the ham, we reveal the light, texture, and rhythm of the Dehesa.
“Pura Dehesa” becomes a statement: an honest expression of what happens when we protect what truly matters.
Instead of showing the ham, we reveal the light, texture, and rhythm of the Dehesa.
“Pura Dehesa” becomes a statement: an honest expression of what happens when we protect what truly matters.
A LIVING TYPOGRAPHIC SYSTEM
The identity revolves around a bespoke typeface — a structure that grows, expands, and transforms.
It acts as logo, wordmark, seal, or statement.
Each application reinforces the D.O.P.’s role as guardian and guarantor of origin.
It acts as logo, wordmark, seal, or statement.
Each application reinforces the D.O.P.’s role as guardian and guarantor of origin.
CLOSING STATEMENT
“Pura Dehesa” is more than a signature — it’s a conviction.
A brand that doesn’t need to show the product to express what makes it unique:
its origin, its balance, and its truth.
A brand that doesn’t need to show the product to express what makes it unique:
its origin, its balance, and its truth.
