The brand
El Gauchito - Casa de empanadas à La Rochelle
El Gauchito is an Argentinean restaurant whose vision is to bring the flavours and traditions of the country to a french audience. Through a curated selection of high-quality products, El Gauchito also sells local products that can't be find easily in France. The brand experience is designed to evoke nostalgia, warmth and authenticity, complemented by exceptional service in a welcoming environment.
The project
Logo Design, Web Design and Development
Developing the brand identity for El Gauchito presented a unique set of challenges rooted in the need to authentically translate cultural richness into a cohesive visual and emotional experience for a modern audience.
A key visual challenge was crafting a logo that felt both iconic and deeply rooted in culture. The final design was inspired by a traditional Argentine knife used to cut meat, characterized by its distinctive handle with two circular inlays. This element served as the foundation for the logo, symbolizing craftsmanship, authenticity, and the central role of meat in Argentine cuisine. It provided a strong visual anchor for the entire identity.
From this symbol, the broader visual system was developed, drawing on elements that evoke fire, artisanal cooking, and the handmade nature of traditional Argentine food preparation. These themes were expressed through textured graphics, organic shapes, and tactile materials that conveyed a rustic yet refined atmosphere.
The color palette was inspired by the Argentine flag, combining soft blues and warm neutrals, layered with nostalgic tones that suggest comfort, tradition, and a sense of home.
Ensuring consistency across all touchpoints—packaging, signage, digital presence, and in-store experience—required careful adaptation of these elements. The challenge was not only to create a visually cohesive system but to ensure that each component told a part of the brand’s story in an emotionally resonant and culturally respectful way.
