Visual identity for two gastronomic concepts inside the historic Mercado de San Telmo: Cafetería del Mercado and La Choripanería. Brand design rooted in Buenos Aires culture with a contemporary aesthetic.
Mercado de San Telmo is one of Buenos Aires' most emblematic historic markets, with over 130 years of history in the neighbourhood. Two new gastronomic concepts inside the space needed their own identities that would dialogue with the historic context without being folkloric, and work for both local and tourist audiences.
Cafetería del Mercado and La Choripanería share space and spirit but have distinct propositions. The work was to develop identities that were coherent with each other — part of the same visual family — but with their own personality. The creative direction drew from Buenos Aires vernacular design — tiles, almacén typography, conventillo colours — and reinterpreted them with contemporary criteria.
I work with brands, agencies and in-house teams across Europe and LATAM. Available for senior roles, selected projects and fractional creative direction.