After 25 years, las Alsina Pastelería was due for a brand refresh — one that kept the warmth and recognition the shop had earned, while adding the polish and care that define it today. Reconnecting with their audience, and winning over new palates, was the starting point.
Brand
We started by reworking the original mark. We wanted it to feel stronger and more present. We got there by subtly thickening the strokes — and in the process, the letters gained a new fluidity. But we had another goal in mind, and it wasn’t a small one: a symbol that was simple, instantly recognizable, and highly versatile. So we built a compact version of the lowercase “a”. It captures the whole identity at a glance and adapts effortlessly to new contexts.
An orange circle
The circle, along with orange, is one of the most recognizable signs of las Alsina. At the original shop, it lived as a polka-dot pattern: for years, it was the visual cue people used to spot the bakery from down the block. But time had faded it, so we took a new direction: from polka dots to a single, perfect circle.
Before and after: first house
A solid, eye-catching orange circle — easy to pin on the map, like a “flavor marker” on the city grid. That circle became the anchor for both the remodel of the first house and the opening of the new one in Luján de Cuyo. The result: two places that stand out, recognizable from down the block.
Before and after: new house in Luján
Impact on social media
While we were still working on the rebrand, something unexpected happened: the simplicity of the circle was catching the eye of people walking past the shops. Thank you for the posts! ♥️
