Afecto is a design brand that creates unique and label-free pieces related to ceramics, glass art, photography, design, clothing and furniture. Just like many other things we experiment and share dairy, the objects can carry stories, personality and expression. Unlike mass-produced brands, Afecto offers special pieces that are redefined by the person who gets them.
Its graphic identity attempts to represent this feeling. Organic forms open to meaning, constantly moving and adapting, ready to tell a countless number of stories.
The logo is a statement, focused on the literal meaning of the word; close to love. The magic hands of the sisters that carry out the creation of each piece are represented in the brand icon. The rest of the system is intended to follow the products in the real world, adding a new digital universe to communicate all the beautiful things happening around this project.
Team: Gastón Garcia Aja / Guadalupe Cáceres / Candelaria Cáceres
Animation: Mauricio Gallegos
Barcelona, Spain (2023)
Blurr is a new independent film production company based in Buenos Aires, Argentina. The company tries to tell stories focused in an alternative and emotional way, outside the mainstream.
The narrative of "The Tunnel". Connecting a story with the audience, moving from one point to another, is usually represented by a bridge. In Blurr, this connection happens symbolically through a tunnel; a subaltern and different path. This new form appears throughout the graphic system, as a seal of a different and unique way of storytelling.
Graphically, the icon emerges from the oval shape of the mountain tunnels, together with a 16:9 horizontal rectangle representing a movie screen.
This new shape is displayed in dynamic layouts and static patterns, and alongside compositions inspired by the graphic art of credit titles.
Team: Mauricio Gallegos / Gastón Garcia Aja
Animation: Martín Cañadell
Buenos Aires, Argentina (2023)
Obra is a coding and web development partner agency based in Barcelona working worldwide.
Its focus is to provide programming and web development solutions to any kind of digital project, under the premise of materializing the ideas of design studios and clients.
The identity represents connection and versatility from a simple graphic element such as a line. Lines can be transformed into letters and many other things, just as a code can make almost any idea come true.
Digital projects allow things to move, to be interactive and expressive. The 3D development matches that idea.
Team: Gastón Garcia Aja / Mauricio Gallegos
Team: Martín Cañadell
Barcelona, Spain (2024)
Yema is an experimental clothing project based on expression as the main concept. Expression consists of two parts, a visible and an invisible side. The name is an adaptation of an Argentinian terminology that means "to have courage".
This concept runs through the whole brand. Graphically, the idea of crossing out elements allows to generate varied pieces with a double reading, narrative and aesthetically.
Team: Mauricio Gallegos / Gastón Garcia Aja
Córdoba, Argentina (2017)
Plantario is a plant-based brand that makes burgers with local ingredients and recipes inspired by different parts of the world. The name is a combination of Spanish words meaning; a planet full of plants.
The narrative is around the concept of responsible consumption. It is impossible to save the world by making vegan burgers, but it could be the first step in a series of changes that could help keep the planet alive a little longer.
The packaging tries to be as environmentally friendly as possible, taking into account the nature of the product.
"PLANTARIO is an idea that respects the planet, from the food we eat to the small habits that contribute to the cause. Moving to the right side is the main idea, the side that helps the planet. It's not perfect and it's not going to happen tomorrow, it's going to take time, but we have to start at some point and if a vegan burger is given a chance it's going to be a starting ceremony or a historical event, all the work will have been worth it.
Team: Gastón Garcia Aja / Mauricio Gallegos
Photo: Alvaro Picca
Córdoba, Argentina (2020)
Natal Peru is a travel agency focused on generating real experiences for all those who want to get to know Peru. Customized travel agendas based on the tastes of the tourist, combined with experiences verified by locals, generate a unique travel opportunity in the Andean country.
The identity tries to reflect in a simple way the Peruvian spirit, using European codes and aesthetics, in relation to the origin of the target audience. The use of color, patterns from the logo and details in the narrative complete this identity.
Collaboration with: Fibra
Team: Gastón Garcia Aja / Mauricio Gallegos / Andrea Gálvez
Lima, Perú (2022)
Cafería is the combination between a specialty coffee shop and a fresh market sale from a local fair, located in Córdoba, Argentina. This identity reflects an urban spirit that represents a happy and relaxed consumer situation.
The graphic identity was inspired by the stamps used on take away cups, using their color and finish details to complete the rest of the design pieces.
A simple and dynamic system, made up of well-contrasted fonts and coffee cups characterized in everyday situations, try to generate a cheerful and easy-to-use brand, with a lot of strength in its name, and all the doors open for possible franchises.
Team: Mauricio Gallegos / Gastón Garcia Aja
Photo: Alvaro Picca
Córdoba, Argentina (2020)
Flia is a multi-purpose container open to all kinds of events, training, workshops and talks in different areas, which support local talent and culture and aim at the social development of the city Córdoba, Argentina.
Its identity represents the classic rectangular shape of containers. This idea is found in the formation of the letters of the logo, and in the whole graphic system.
Team: Mauricio Gallegos / Gastón Garcia Aja
Architecture: Jarq
Córdoba, Argentina (2019)