The client

Macondo is an accommodation project in Jujuy that offers an experience deeply connected to the landscape and culture of Northwest Argentina. It is a growing family-run venture that seeks to preserve its genuine character and its bond with the local territory.

The brief

The goal was to create a visual identity that communicated the project's uniqueness and its connection to the surroundings, while avoiding tourism clichés. The identity needed to convey approachability and authenticity while also providing the assets necessary to support the business's growth.

The design process

Development began with a visual interpretation of the landscape. A figurative logo was created, paired with playful typography, hand-drawn elements, and a handcrafted pattern, resulting in a flexible system adaptable to various applications and media.

The strengths

The identity combines expressive typography with a color palette inspired by the landscapes and textiles of Northern Argentina. Hand-drawn elements add warmth and spontaneity, while the visual system creates a brand that is recognizable, approachable, and full of personality.