Victoria Escobar-Fernández
graphic design pathway into advertising
ied barcelona
Specialisms: Art Direction / Graphic Design / Packaging Design
Location: Barcelona, Spain
Victoria Escobar-Fernández
First Name: Victoria
Last Name: Escobar-Fernández
Specialisms: Art Direction / Graphic Design / Packaging Design
Sectors:
My Location: Barcelona, Spain
University / College: ied barcelona
Course / Program Title: graphic design pathway into advertising
About
I'm a graphic designer whose practice explores how stories, cultures, and everyday experiences can be translated into visual systems. Working across branding, editorial design, art direction, and image-making, my design process begins with observation and concept development, transforming ideas into thoughtful visual identities and communication. Working across both print and digital formats, I'm interested in projects where design functions as both communication and experience, creating visual languages that invite curiosity, connection, and interpretation.
Coffee carries centuries of cultural exchange, regional traditions, and stories shaped by the people and places where it is grown. Rhizome proposes a generative identity system that translates these narratives into evolving visual compositions. Inspired by the concept of rhizomatic growth, the system reflects the multiplicity and interconnected nature of coffee cultures through parametric forms, colour, and imagery. The outcome is a flexible visual identity that adapts to different coffee origins, flavour profiles, and cultural contexts, allowing each product to communicate its own story while remaining part of a cohesive brand system.
Competitions
