Brand identity for El Tonel, a package store which offers the best selection of drinks at the best price. The store is located in Río Negro, Argentina. We were hired to develop the brand identity. The first step was to undertake a detailed process to define what the company stood for, both in the mind of the client and the target consumer. We received the brief and explored the findings of the analysis and the client needs.

For concept origination and development, we started with some sketches. Then, we chose those that show potential and refine the final concepts.We developed the idea and created a powerful emphasis around the brand itself, using geometric shapes in orange for the symbol, which represents a cocktail. The visual identity reflects the brand’s commitment to quality and affordable freshness. We also created an abstract geometric pattern from the symbol. These custommade graphic elements from the identity were used for wallpaper, packaging and staff accessories.

The typography was chosen to reinforce and accentuate the clean and modern aesthetic of the brand. Brighter and distinct colours were used to facilitate recognition and build brand equity. Yellow signifies joy, happiness,optimism, sunshine and summer. Orange symbolises energy and enthusiasm. The communication boards created for El Tonel included the brand identity, colour palette and branded packaging, as well as a range of other promotional materials. The visuals allowed the client to appreciate the strength and flexibility of the design, enabling it to communicate across a range of communication media.