Little Gauchos

Branding & Packaging

Gauchitas is a brand of artisanal potato chips made in Balcarce, Buenos Aires province.

In February of this year, Juanchi Rosenthal, along with his partners Manuel Cabrales and Diego Sola Prats, approached us with a challenge.

“Gauchitas was 3 years old when we arrived at Grupo Berro. But from the first year, we were aware that our packaging had problems. Although it tried to convey some brand attributes, it was not effective on the shelf and did not catch the consumers' attention. It was unclear whether it was yerba mate or what.”

“We are a very small company with limited resources. We would have never thought to seek out a studio like Grupo Berro, because we thought it was out of our reach. But through one of our partners, we had a very good connection with the studio, and the crazy idea crossed our minds to take a shot; if it worked for us, it would be a half-court goal, and if it didn't, we would lose nothing. Thus we presented our problem to Gonzalo Berro, and our reality in terms of resources... To our surprise, we met a studio that was far from being inaccessible. On the contrary, Grupo Berro is the branding and design studio that showed the most flexibility and adaptability to progress and reach a convenient agreement, even sharing part of the risk of our own business.” Juanchi Rosenthal, founding partner of Gauchitas.

Together with the client, we defined a different agreement. An arrangement where Grupo Berro's compensation would be according to the results of the work.

The design had to be completed in less than a month. With our experience in branding, we quickly understood the issues as well as the brand identity that Gauchitas needed for this new phase. We got to work immediately to meet the challenge.

“The final result is exactly what we were looking for and what we had dreamed of the day we knocked on Grupo Berro's door… They innovatively resolved the graphical use of the typical borders of Argentine ponchos, allowing for infinite versatility of flavors and alternatives, while also contributing to the Argentinian and rural identity of the brand.” Juanchi Rosenthal

The new design clearly stands out on the snack shelf, with a white background that cuts through the overloaded universe of colors, highlighting it against the competition.

We added a golden seal maintaining the mention of the potato origin from Balcarce, along with an illustration of a gaucha mounted on a horse with boleadoras also in gold, which adds belonging to the premium segment and once again contributes to the rural identity.

“I can finally say that when we made the decision to make the change, we prepared ourselves to receive complaints from our customers, who might have become attached to the old design. But today, after more than a month since the launch of the new design, we have received not a single criticism but many very positive comments.” Juanchi Rosenthal

Today Gauchitas presents itself with an innovative and attractive design, inviting consumers to try the quality of the potato chips that the brand offers.