A branding project, starting from scratch: all we had was the name. A regional brand of an argentine favorite, the alfajor, where my task was creative and art direction, design and illustration for logo and packaging, creating visual identity and assets. Production was handled by my associate Susana García.
The emotional link to its place of origin was briefed as a priority and was woven into patterns and logo, with a rich deep chocolaty color to claim flavor in the first product's launches. We later went on to design fruitier versions using assets and reclaiming color. And finally the Anniversary gift box celebrating the success of the brand's 1st year 💃🏽
Above and below, snippets of the 'behind the scenes' of the creative process.
Patterns are key in this visual identity and very much explored since day one:
