Brands built
from zero.

Logos, visual identities, stationery and brand books. I take a brand from the first sketch to the guidelines that keep it consistent everywhere it shows up.

Logo designVisual identityStationeryPackagingBrand booksSignage

FRIAR · Identity system & brand book

How I build a brand

A proven path from understanding the business to guidelines any team can follow. Each step builds on the one before.

Discovery

The business, its goals and values. Everything starts with a clear brief.

Research

Audience, competitors and trends, to find where the brand can stand out.

Strategy

Positioning, personality and the one idea the brand should own.

Concept & logo

Sketches and explorations until one mark earns its place.

Identity system

Color, typography, imagery and applications across every touchpoint.

Brand book

Guidelines and final files so every team applies the brand the same way.

Featured case

FRIAR

A leader in Argentine meat processing with more than 60 years in the market, FRIAR had been using the same logo for decades. I rebuilt the mark from scratch and turned it into a complete identity, from stationery and packaging to signage and a brand book, so the company could speak to a new generation without losing its heritage.

ClientFRIAR S.A. · Meat processing, Argentina

AgencyKunde Agency

ScopeNew logo, color palette, visual identity

ApplicationsStationery, packaging, signage, brand book, web

Before

The previous logo, in use for decades.

After

Construction

The idea behind the mark

A steak, an F and a seal of quality.

The symbol takes the shape of a classic Argentine steak cut. The F of FRIAR works as the bone, and a golden border closes it like a seal, a sign of quality and trust. Built on a symmetric grid so it works at any size, from a sausage label to a storefront.

Bordeaux#7A1420

Gold#B0832B

Cream#F2F0EB