THE WHY

Porteña produce traditional Argentinian street food, packed full
of the highest quality ingredients. With the redevelopment of
Borough Market underway and new permanent spaces made
available, the Porteña team decided it was time for an upgrade.

 

THE HOW

While the roots of Porteña are
authentic Argentinian street food, the
brand was born and found its home in
London’s Borough Market; a mecca for
London foodies. Porteña is a brand that
speaks their language; the language of a city
that embraces diversity. Our task was to
create an identity that captured their
proud Argentinian ancestry but wasn’t
parochial in its outlook.

Logo

Logo

Simplified Wordmark

Simplified Wordmark

Shorthand

Shorthand

Colour Palette

Colour Palette

Supporting Asset

Supporting Asset

Primary Typeface

Primary Typeface

Secondary Typeface

Secondary Typeface

 

THE NOW

The resulting wordmark is a custom
contemporary take on traditional Fileteado
style typography. A muted palette of colours
takes the blue of the national flag as a starting
point but isn’t overwhelmingly Argentinian,
while brand assets strike a similar tone.
The opening salvo of our brand building
campaign perfectly sums up Porteña’s
past and present: Born in Buenos Aires,
baked in Borough Market.

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