Ten years after its opening, the project needed to redefine how the brand presented itself within a scene that had grown rapidly and was beginning to homogenize its visual codes.
The visual system was designed to build a brand identity with stronger presence, recognition, and distinct character across every brand expression.
Ten years after its opening, the project needed to redefine how the brand presented itself within a scene that had grown rapidly and was beginning to homogenize its visual codes.
The visual system was designed to build a brand identity with stronger presence, recognition, and distinct character across every brand expression.
The redesign began by reconnecting with a cultural identity associated with Buenos Aires’ historic café culture, reinterpreting traditional fileteado porteño elements through a precise and contemporary visual language.
The result was a brand with greater authority within its category, capable of sustaining its historical identity through a clearer, more contemporary, and consistent expression.
The redesign began by reconnecting with a cultural identity associated with Buenos Aires’ historic café culture, reinterpreting traditional fileteado porteño elements through a precise and contemporary visual language.
The result was a brand with greater authority within its category, capable of sustaining its historical identity through a clearer, more contemporary, and consistent expression.
Commissioned through Glosa Estudio Creative Direction & Brand Development: Paula Lorenzini
