La Vaca Atada, a small introduction to the Argentinian culture.

La Vaca Atada, is one of the most used expressions in Argentina. The expression comes from formerly wealthy families, who traveled to Europe with their children by boat. They would take a cow with them so that their children wouldn’t lack fresh milk. The animal was tied up in the hold of the ship and having the cow tied took the sense of assured food, thus giving name to “La Vaca Atada”.

We designed the global identity for this new Argentinian food franchise. A global branding project, aimed at creating an artisan brand. Which were designed in such a way to facilitate brand coherence among the different franchises.

The identity had to generate sympathy, closeness and honesty, values associated with culture and way of life in Argentina, something that is reflected in its cuisine.

The identity had to be able to adapt to a large number of packaging formats and products. This implies adapting their personal brand to each product but always maintaining the same essence.

La identidad, tenía que generar simpatía, cercanía y honestidad, valores asociados a la cultura y modo de entender la vida en Argentina, algo que se refleja en su gastronomía.