Overview
Gauchitas is a brand of kettle-style fries from Argentina, aiming to stand out in a competitive snack market with a strong visual identity and a modern digital presence. The challenge was to design a brand that felt authentic, fun, and premium, while also creating a website that could showcase products and connect with potential customers.
Role & Tools
Role & Tools
- Brand & UX/UI Designer, Front-End Developer
- Designed the full visual identity: logo, typography, colour palette, packaging concepts
- Designed and developed the website to highlight the products and brand story
Tools
- Illustrator & Photoshop (brand design & packaging assets)
- Figma (UI/UX design, prototyping)
- HTML, CSS, JS (website development)
Core problem
The brand needed to create a strong identity that reflects Argentina's roots but appeals to a modern audience, stand out on shelves with eye-catching packaging, and establish an online presence where customers could explore the brand and its products.
Constraints
- The project had to balance traditional elements, to connect with local roots, with modern design, to appeal to younger audiences.
- The website needed to be lightweight, fast, and responsive, since it was the brand's first digital touchpoint.
Solution
The project combined brand design with digital implementation.
- Brand identity: developed the logo, typography, and colour palette — kraft paper textures with red, black, and white accents — plus packaging concepts designed to stand out on supermarket shelves.
- Website design: a storytelling-driven site introducing the brand and its products, with clean layouts and bold visuals matching the packaging style.
- Website development: implemented with HTML, CSS, and JS, fully responsive, with micro-interactions to make the site dynamic and engaging.
Gallery
8 screens
Process
- 01
Research & moodboards
Explored snack branding and Argentine visual culture to define a look that felt authentic yet modern.
- 02
Brand design
Created logo variations, a typography system, and packaging mockups tested on kraft backgrounds.
- 03
Website design
Designed desktop and mobile wireframes, later evolving into a hi-fi UI aligned with the brand identity.
- 04
Development
Implemented the site with HTML, CSS, and JS, ensuring performance and mobile-first responsiveness.
Results
- A unique brand identity that stands out in the snack industry.
- A modern, responsive website that tells the brand story and showcases products.
- A strong foundation for future digital marketing and e-commerce expansion.
Conclusion
Gauchitas was a full-scope project where I took the role of both designer and developer.
I crafted a distinctive brand identity, designed and implemented a responsive website, and positioned the brand for growth with a strong offline (packaging) and online presence.
Links