Mexico based Anagrama has designed a new identity and packaging system for Violeta, a traditional Argentine bakery located in the affluent neighborhood of Las Lomas de San Isidro in the outskirts of Buenos Aires. Violeta is named after its founder, who plans on expanding the bakery to Miami, Florida. 


The overall look is sophisticated with a focus on craft and quality. The core brand color is Violet, an obvious choice. The logo draws its inspiration from Buenos Aires’ coat of arms, with lines at the bottom to represent the Rio de la Plata river. The lines carry through to all aspects of the brand, from the packaging to all marketing materials. 

“We designed Violeta's new identity with the mission to communicate quality and sophistication without losing approachability. Our proposal draws inspiration from Buenos Aires' coat of arms: an oval with two ships sailing over Rio de la Plata and a dove flying above them."

Buenos Aires’ coat of arms

We multiplied the dove by three in celebration of Violeta's three decades of fantastic bread. We kept the lines depicting the Rio de la Plata and used them not only in the icon, but all over the brand in four different patterned textures. We chose violet to match the naming and to keep the brand fresh and feminine. The copper foil is not only a nod towards Violeta's excellence, but it also refers to the toasty color of bread right after it leaves the oven.”

Agency: Anagrama
Country: Mexico