Alfajores del Tucumán: a brand rooted in its origins

How can an established brand update its look without losing the qualities people recognize? For Alfajores del Tucumán, the process began with its history: a family business founded in 1970 and connected to the flavors of the region.

The goal was to translate that heritage into a clear, flexible visual identity that could work across different products and their packaging.

The brand, then and now

The redesign keeps a link to the brand's history while simplifying its elements: the illustrated composition gives way to an architectural symbol and a more legible wordmark, designed to work at different sizes.

Previous Alfajores del Tucumán identity, with an illustration of the historic house and the words El Arte-Sano
Then
Current Alfajores del Tucumán identity, with an architectural symbol and condensed wordmark
Now

The new identity keeps its connection to Tucumán and the brand's history while using simpler, more versatile forms. The redesign also introduced logo variations that adapt to the backgrounds and applications of each product.

Primary red and brown logo on a white background
The primary version pairs the architectural symbol with the brand name.
Red and brown logo on a beige background
On beige, the brand colors work naturally with the packaging's warm palette.
Cream logo on a chocolate-brown background
The cream-colored version keeps its contrast and legibility on dark backgrounds.
Brown logo on a cream background
The cream application offers another option for the brand's visual materials.

An identity inspired by Tucumán

The symbol takes inspiration from the architecture of the Historic House of Independence, one of Tucumán's landmarks. Its simplified form connects the brand to its local roots and remains legible at small sizes, including on product wrappers.

Facade of the Historic House of Independence in San Miguel de Tucumán
The Historic House of Independence in San Miguel de Tucumán. Photo: Fulviusbsas, licensed under CC BY-SA 3.0 via Wikimedia Commons.

Typography and color: a recognizable system

Kenyan Coffee typeface sample in upright and italic styles

The Kenyan Coffee type family, in upright and italic styles, gives the brand an expressive, recognizable voice. Its tall, condensed forms help the brand name and each flavor stand out on the wrapper.

The palette combines four tones—warm beige, yellow, cocoa, and burgundy—to add contrast across applications while keeping the overall system cohesive.

Four-square brand palette in beige, yellow, cocoa, and burgundy

A system for different varieties

Rather than designing each wrapper in isolation, the project builds a visual family. The chocolate, dulce de leche, and fruit varieties share the brand's core elements and use distinct color codes. Each product is easy to identify while still feeling part of the same range.

Mockup showing the dulce de leche, chocolate, and fruit wrappers together
The product family brings together dulce de leche, chocolate, and fruit, each identified by its own color.
Chocolate alfajor beside its finished wrapper
The chocolate application shows how the wrapper design complements the product presentation.
Chocolate cone cut in half to show its filling
The same visual language extends to other products, including the chocolate cone.
Alfajores del Tucumán presentation box with a yellow design and brand logo
The presentation box carries through the brand's yellow and graphic pattern.
Dulce de leche wrapper design showing its pattern, logo, and front-of-pack seals
Wrapper design
Mockup of the finished dulce de leche wrapper
The design applied to the finished package.

From concept to packaging

The system keeps the core brand elements consistent and uses color to distinguish each flavor. This makes the varieties easier to identify while helping the products read as one cohesive range.

From individual wrappers to the presentation box, the identity brings together references to Tucumán, clarity, and a cohesive palette.

The Tucumán-based publication El Tucumano has covered the family story behind the business. To learn more about Alfajores del Tucumán, visit its official Instagram.

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