Salvaje
Brand Strategy & Identity System | 2024
What holds a meat brand up when the product is the oldest story in the country? Argentine meat isn't a product, it's an inheritance.
Salvaje needed an identity built from the inside out: not a food brand that happens to be Argentine, but a brand built on the structure of the asado itself: fire, open-air cooking, a tradition that goes back generations.
I led the brand strategy and creative direction, rebuilding the identity from the ground up around three forces every Argentine already feels: myth, ritual, meat.
Salvaje needed an identity built from the inside out: not a food brand that happens to be Argentine, but a brand built on the structure of the asado itself: fire, open-air cooking, a tradition that goes back generations.
I led the brand strategy and creative direction, rebuilding the identity from the ground up around three forces every Argentine already feels: myth, ritual, meat.
Strategy: Myth, Ritual, Meat
Three forces, one identity.
Myth: the spiritual, almost sacred dimension of the asado, the meal as inheritance.
Ritual: the energy and choreography of the gathering: the cut, the salt, the embers, the time.
Meat: the physical, tangible product. No metaphor, no abstraction. The product holds the rest of the system upright.
Each territory carried a different visual temperature, a different light. Myth is warm and amber; Ritual is kinetic and high-contrast; Meat is direct, tactile, grounded. This framework shaped every decision that followed — from typography to color language to how the brand behaves across different contexts.
Logotype
The previous logo carried the right intent but couldn't hold the weight. Inconsistencies in style, legibility breaks at small scale, visual noise across formats. The new logotype draws from the typographic discipline of Argentine estancias, the painted signage of rural ranches, where every letter has to survive sun, distance, and a hundred years of use.
The previous logo carried the right intent but couldn't hold the weight. Inconsistencies in style, legibility breaks at small scale, visual noise across formats. The new logotype draws from the typographic discipline of Argentine estancias, the painted signage of rural ranches, where every letter has to survive sun, distance, and a hundred years of use.
Identity System
The visual territory is built from earth, fire, and meat. A palette pulled from the asado itself: charcoal, ember, bone, oxidized red. Typography pairs the estancia logotype with a working serif for body, giving the system the weight of a brand that has been around longer than it has. Photography stays close to the hand, never the postcard.
The system is built to hold up across export packaging, retail, digital, and trade.
Brand Collateral
Salvaje was a main sponsor of Argentina’s Polo Open in 2024, a high-visibility context that tested the system’s versatility and presence at scale.
Credits
Creative Direction & Brand Strategy: Manuel Freixas
Lead Design: Achu Fones
Social Media: Purity Studio
Photography: Damián Liviciche, Nicolás Lanusse, Antera Studio
Music: Horacio Piñón
Animation: Ricardo Vitos
Project website: salvaje.com
Lead Design: Achu Fones
Social Media: Purity Studio
Photography: Damián Liviciche, Nicolás Lanusse, Antera Studio
Music: Horacio Piñón
Animation: Ricardo Vitos
Project website: salvaje.com
