” We wanted the brand to combine classic and modern elements to reflect Argentina’s unique mindset, since Argentina is a melting pot of different cultures, a wonderful old and new world blend.The underlying concepts were Argentina’s legacy, cultural elements inherited from Europe, Argentina’s lifestyle, experiences, and everyday life situations.Special emphasis was placed on typography and other elements related thereto. The style of the resulting concept is reminiscent of Art Noveau (the French legacy) supplemented with Argentina’s classic and traditional art craft known as Filete Porteño. A photo collage underlines the eclectic style of our design and strengthens the identity of the new approach taken by the brand.The objective was to reposition the product and highlight its underlying concepts.”
