Gauchitas

Branding & Packaging Gauchitas is a brand of artisanal potato chips produced in Balcarce, Buenos Aires province. In February of this year, Juanchi Rosenthal, along with his partners Manuel Cabrales and Diego Sola Prats, approached us to present 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. While it attempted to convey some attributes of the brand, it was not effective on the shelf and did not catch the attention of consumers. It was unclear whether it was mate or what." "We are a very small company with limited resources. It would never have occurred to us to seek out a studio like Grupo Berro, because we thought it was beyond 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 chance, and if it worked out for us, it would be a half-court goal, and if not, we would lose nothing. That's how we presented our problem and our reality in terms of resources to Gonzalo Berro... To our surprise, we discovered a studio that was far from being inaccessible. On the contrary, Grupo Berro is the branding and design studio that has had the most flexibility and adaptation to move forward and reach a convenient agreement, even sharing part of the risk of our own business." Juanchi Rosenthal, founding partner of Gauchitas. Along with the client, we defined a different agreement. An arrangement where Grupo Berro's compensation would be based on the results of the work. The design needed to be completed in less than a month. With our branding experience, we quickly understood the challenges and the brand identity that Gauchitas needed for this new stage. 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 solved the graphic use of the typical borders of Argentine ponchos, which allows for infinite versatility of flavors and alternatives, also contributing to the Argentine 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 over the competition. We added a golden seal while maintaining the mention of the potato origin from Balcarce, along with an illustration of a gaucha riding a horse with boleadoras also in gold, which adds belonging to the premium segment, and once again contributes to the rural identity. "Finally, I can say that when we made the decision to change, we had prepared ourselves to receive complaints from our customers, who perhaps had become fond of the old design. But to this day, 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.