An iconic establishment with a perfect product and an outdated image. And behind every change, a multigenerational board that didn't want to lose what their brand was all about.
Decades making the best croissants in Belgrano — with an identity stuck in the eighties. The brief, in short: renew without breaking. Elevate without erasing. All of it in the middle of a pandemic.
Don't rebrand. Rescue.
The brand retained its name, its heritage, and the trust of its owners that had protected it for decades. What changed was everything else: the typography, the color, the signage, the furniture, the display stand for the croissants. A renewal without disruption. In the midst of a pandemic. And it's still going strong.
When a brand has a history, the task is not to reinvent it, but to accompany it where the company is now and where it wants to go. Argentina was an example of this process.
