La Vaca Atada
A franchise brand built to grow store by store
The identity
We started from that expression to define the brand’s character: warmth, friendliness and honesty, values associated with the Argentinian way of approaching life and food. The identity had to convey a craft origin without losing the agility of street food.
The key decision was to build a system with few elements. The fewer the pieces, the easier it is for each franchisee to apply and the less room there is for the brand to drift from one outlet to the next.
The rollout
That system was rolled out across a large number of packaging and product formats. Each piece adapts to what it contains, but they all share the same essence: the same tone, the same graphic resources and the same way of speaking.
We also developed content to support franchisees in their communication, so that the brand sounds the same at the counter as it does on social media.
The outcome
La Vaca Atada now has a recognisable identity that is easy to replicate, ready to grow outlet by outlet without losing consistency. A brand with its own story from the name onwards, which sets the offer apart from other chains and gives every franchisee a clear foundation to work from.
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