Case study · Editorial design
Eleven catalogues and a guide that starts not with the product, but with the space you have.
Tapware catalogue · Spain
Roca: eleven catalogues for Spain and Italy and a quick-guide system that starts from the user’s space
- Client
- Roca · Roca Italia
- Period
- 2018–2023
- Services
- Editorial design, quick guides, iconography and point of sale
- Studio
- Mariona Agency, Barcelona
01To scale
Measured with a ruler.
From 2018 to 2023, Mariona Agency, the strategic and creative agency from Barcelona, designed Roca’s catalogues for Spain and Italy: bathroom furniture and basins, tapware, shower trays and sanitaryware, with a quick-guide system common to them all.
Each mark on the ruler counts as one.
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11
CataloguesFurniture and basins, tapware, shower trays, sanitaryware and launches
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2
MarketsSpain and Italy, with the same system
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20
ProjectsCatalogues, guides, explainers, iconography and point of sale
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1
SystemThe quick guide, in every catalogue
02The quick guide
It starts with the space you have.
A bathroom catalogue brings together hundreds of products, and the person opening it hardly ever asks which model they want, but rather what will fit. The quick guides turn the search around: first, the size of the space; then, the pieces that fit.
They began in 2018, with the guides for the Spanish catalogue and the colour range, and spread to every catalogue in the project.
Quick guide · Basins
You measure the wall and find your width in the grey column. Beside it, every basin that fits, with its dimensions and finishes.
- 120 cm: Kalahari, Prisma
- 110 cm: Stratum, Prisma, Mohave
- 100 cm: Veranda, Kalahari, Inspira, Dama, Meridian
- 75 cm: Hall, Cala, Diverta, Mohave
- 70 cm: Dama Retro, Khroma, Dama, Meridian
- 68 cm: Nexo
For tapware, the guide sorts by mounting, type of control and spout height: an entire collection on a single spread.
03Page by page
One grid for hundreds of pages.
Chapter openers, collections, technical data sheets, guides and explainers: the same grid, the same typography and the same breathing room on every page, so the only thing that changes is the product.
Tapware catalogue, Spain
04Explainers
What you can’t see, pointed out.
A bathroom unit has advantages a photo can’t show: how the drawers open, how they close, how much they can take. On the explainer pages, each advantage gets its own word, two lines and an arrow pointing to it.
And when an advantage fits in a symbol, an icon: the Touchless iconography, in 2021.
- 01Quality
- 02Adaptability
- 03Comfort
- 04Organisation
- 05Design
- 06Storage
- 07Convenience
- 08Durability
- 09Smoothness
For tapware, the same on the piece itself: water and energy saving, durability, shine, heights and noise.
05Italy
Two markets, one system.
For Roca Italia, the bathroom furniture, shower tray and sanitaryware catalogues, a mini brand catalogue and the 2022 tapware catalogue: in Italian, with the same quick guide and the same grid.
Sanitaryware: each collection set against a line-drawn bathroom, so the piece takes centre stage. And point of sale in the same tone: the poster for the Aquos shower tray.
06Contents
Everything, in order of appearance.
What Roca and Roca Italia commissioned from Mariona Agency between 2018 and 2023, arranged the way a catalogue is arranged.
- Quick guides Spanish catalogue and colour range Spain 2018
- Retail catalogue Spain 2018
- Bathroom furniture and basins Spain and Italy 2020
- Tapware Spain 2020
- Shower trays Italy 2020
- Syra-F Launch leaflet Spain 2020
- Mini brand catalogue Italy 2020
- In-Wash Catalogue, stickers and display Spain 2021
- Alpha Tapware catalogue Spain 2021
- Touchless Iconography Spain 2021
- Sanitaryware Toilets and bidets Italy 2021
- Explainers Toilets and furniture Italy 2021
- Todo Baño Display and vinyl graphics Spain 2021
- Brisa Launch catalogue Spain 2022
- Tapware Italy 2022
In-Wash, 2021: the catalogue, stickers and display for the launch of Roca’s smart toilet.
A catalogue isn’t read from cover to cover: it’s consulted. And it has to answer at first glance.
The project
The challenge
Roca, a global benchmark for the bathroom space, needed to renew its catalogues for Spain and Italy. The trickiest part was the quick guides: finding, among hundreds of products, exactly the one you were looking for.
The approach
Turning the search around: users start from the space they have and arrive at the Roca line that fits it. And one graphic system (grid, icons, illustration, explainers and photography) for every catalogue and both markets.
The result
Eleven catalogues between 2018 and 2023, guides that make sense at first glance and the launch materials for In-Wash, Touchless, Alpha, Syra-F and Brisa, plus point of sale.
- Client
- Roca and Roca Italia
- Sector
- Bathroom products
- Period
- 2018–2023
- Markets
- Spain and Italy
- Services
- Editorial design, quick guides, art direction, illustration, iconography, photography and point of sale
- Agency
- Mariona Agency, Barcelona
Frequently asked questions
What did Mariona Agency do for Roca?
Between 2018 and 2023, Mariona Agency, the strategic and creative agency from Barcelona, designed eleven Roca catalogues for Spain and Italy (bathroom furniture and basins, tapware, shower trays and sanitaryware), a quick-guide system applied to all of them, explainer pages, iconography, and launch and point-of-sale materials.
How do the quick guides in Roca’s catalogues work?
They start from the user’s space, not from the product. For basins and furniture, you search by the width available (from 120 to 68 centimetres in the basin guide) and every model that fits appears, with its dimensions and finishes. For tapware, by mounting, type of control and spout height.
Which Roca catalogues did Mariona Agency design?
In Spain: the Retail catalogue (2018); Bathroom furniture and basins, and Tapware (2020); In-Wash and Alpha (2021); and Brisa (2022). In Italy: Bathroom furniture, Shower trays and the mini brand catalogue (2020); Sanitaryware (2021); and Tapware (2022).
