DON ARCANÁ

"Don Arcaná" is a brand of gaucho panties founded in 1973 by Oracio Arcaná, Siciliano established in Mendoza, Argentina. Their garments are distributed throughout the country and stand out for the quality of their materials and their details.
In 2021 Giovanna Arcaná, her daughter, decided to upgrade the brand with the aim of bringing the garment to a new, younger, urban audience.  

Together we decided that the best thing would be to design a logo and brand identity design from scratch to be able to communicate effectively with the new audience.
The main intention of the new brand is to combine function with style and tradition with creativity.

I WORKED ON

+ Background research and branding questionnaire

+ Market research and benchmarking

+ Defining the brand core, storytelling, and brand archetype

+ Primary logo, secondary logo, and submark

+ Brand guidelines

+ Textile design

+ Stationary

+ Label and hangtag design

Primary logo

LOGO VARIANTS