2024
Salvaje, a premium meat brand from Argentina, required a complete brand redefinition to better reflect its essence and establish a stronger presence in the market. The goal was to create a distinctive identity that not only honored its origins but also reinforced its position as a high-quality meat brand in a competitive industry.
A crucial aspect of the rebranding was the redesign of Salvaje’s logo. The previous logo faced several challenges, including inconsistencies in style, legibility issues, and the formation of visual noise when scaled down.
The new logo was designed inspired from the traditional signage and typographic designs of Argentine estancias and rural farms, paying homage to the country’s deep-rooted ranching culture. With a refined and cohesive aesthetic, the logotype ensures better readability and adaptability across all sizes and formats.
The new logo was designed inspired from the traditional signage and typographic designs of Argentine estancias and rural farms, paying homage to the country’s deep-rooted ranching culture. With a refined and cohesive aesthetic, the logotype ensures better readability and adaptability across all sizes and formats.
Strategy
To build a solid foundation for the rebrand, a strategy was developed based on three fundamental concepts: Myth, Ritual, and Meat.
Each of these elements was carefully chosen to represent different aspects of the brand. Myth symbolyzes the spiritual essence of the argentine Asado. Ritual embodying the energetic connection, and Meat representing the physical and tangible product.
This conceptual framework provided a cohesive narrative that would shape every aspect of the brand’s identity moving forward.
To build a solid foundation for the rebrand, a strategy was developed based on three fundamental concepts: Myth, Ritual, and Meat.
Each of these elements was carefully chosen to represent different aspects of the brand. Myth symbolyzes the spiritual essence of the argentine Asado. Ritual embodying the energetic connection, and Meat representing the physical and tangible product.
This conceptual framework provided a cohesive narrative that would shape every aspect of the brand’s identity moving forward.
Typography and color palette
Brand Collateral
Salvaje was a main sponsor of Argentina's Polo Open in 2024
Credits
Creative Direction: Manuel Freixas
Lead Design: Achu Fones
Social Media: Purity Studio
Photography: Damián Liviciche, Nicolás Lanusse, Antera Studio
Music: Horacio Piñón
Animation: Ricardo Vitos
