FINAL DEGREE PROJECT
New Alfajor Brand "Requete"
This project involved developing the visual identity, packaging, and design for both the physical and online stores of a new alfajor brand in Madrid. The aim was to reimagine the alfajor as a sensory and emotional experience, with a modern aesthetic that elevates it beyond just a simple dessert.
OBJECTIVE
The main goal was to create a strong brand identity to introduce and position the Argentine alfajor in the Spanish market. The vision was to transform this traditional treat into a premium product that could compete with other high-end pastries in Madrid. To achieve this, we crafted a visual identity and communication strategy that emphasized its exclusivity, appeal, and unique character.
EXECUTION
Naming & Logo
REQUETE, a playful Argentinian expression that adds emphasis, similar to saying "super" or "really." It reinforces the idea of something exceptional and memorable. The logo design combines the alfajor’s tradition with a touch of innovation, reflecting both its heritage and a fresh, modern twist.
Packaging
The packaging was designed to not only protect the alfajor but also to enhance its presentation. Each piece is wrapped in soft, nostalgic colors that reflect the unique flavors, giving the product a charming and inviting feel.
Visual Communication
The visual strategy was developed to position the alfajor as the centerpiece of its own unique world, filled with rich flavors and textures. Using Cinema 4D, “flavor landscapes” were created, blending fantasy with high-quality visuals to highlight the product’s distinctive character.
Physical Store
The 3D model of the store was created with the goal of crafting a cozy and inviting space that embodies the brand’s identity. Drawing inspiration from traditional Argentine kiosks, the design merges a clean, modern look with a welcoming atmosphere, encouraging customers to explore and engage with the world of alfajores.
Website
The website and Instagram profile were designed to be visually appealing and easy to navigate. They provide detailed information on the brand, flavor selections, store location, and purchasing options, ensuring a seamless online experience consistent with the brand’s identity.
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PROGRAMS
Cinema 4D
Illustrator
Photoshop
Figma
After Effects
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