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Múnich Create Brand Identity and Packaging Design for La Porteña

Múnich Create Brand Identity and Packaging Design for La Porteña

We created the brand identity and packaging design for the Argentine company; La Porteña and it’s mayonnaise product ; Mallo. Based on a brand personality that is inspired by the Buenos Aires imagery and the entire Italian imprint. Mallo rescues the ancestral recipes of Rio de la Plata and put them in present with the same glory of yesterday. The recipes are part of a selection drawn from cookbooks by legitimate Italian immigrants, which were designed for current tastes. The design of the brand was inspired the typographic technique ; “ Filete Porteño “, a technique brought by the first Italian merchant who impregnated their posters, store signs and Packaging of their products with a European style. We designed a graphic language that represented the visual codes of the time, using illustrations in English pen and guilloche engraving, that same ones that we can find in passports and banknotes. The graphic world of Guilloche and “ Filete Porteño “ were brought by the first immigrant to Argentina, both resources are put in value in this project that together with the delicious recipes of their products create a tribute to then ancestral traditions of the Republic of Argentina, a brand that is determined to defy consumer trends and is aligned with homemade flavors and slow food, a brand that aims to reach the hearts of the Argentine people and South American countries. The project is developed for its products in glass bottles and Doy Pack, for the glass bottles we use silkscreen printing technique and gold foil for some details and for the Doy Packs we use flexographic printing in addition to gold foil applications in letterpress and guilloche drawings. The brand will distribute the products in neighborhoods stores, restaurants, hotels and some specialized store for chefs, for which they intend to have display design that can contribute to transmitting the central concept of the products and the history that they intend to bring to people. The propose of this project is to reach all of Latin America with Mallo Mayonnaise, and spread the brand’s message in as many homes as possible.

CREDIT

  • Agency/Creative: Munich
  • Article Title: Múnich Create Brand Identity and Packaging Design for La Porteña
  • Organisation/Entity: Agency, Published Commercial Design
  • Project Type: Packaging
  • Agency/Creative Country: Chile
  • Market Region: South America
  • Project Deliverables: Brand Creation, Brand Experience, Brand Identity, Brand Naming, Brand Strategy, Brand World, Branding, Illustration, Packaging Design, Product Naming, Research, Tone of Voice
  • Format: Bag, Bottle, Sachet
  • Substrate: Glass, Glass Bottle

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