Gaviota/ - 1stAveDesign

Gaviota

Branding

Gaviota Helados is the new ice cream endeavor from Cuervo's Specialty Coffee. As one of the leading names in the coffee industry in Buenos Aires, with over five locations and a production plant, building a new business unit came with a few questions and challenges. How much "Cuervo" do we want to be? What does the competitive landscape look like? And what can we do that no one else can? The answers to these questions, and many more that followed, formed the core of our engine.

"No baby is born old. To transcend, first we need to be remembered." Kicking and screaming was the choice: the most honest answer we could give to a landscape full of fabricated heritage, old recipes, and artisans. Gaviota is not old, it does not have a secret formula for ice cream, and it hasn't been in the family for generations. Gaviota is love and passion, the same principles that gave birth to the first coffee shop. But love and passion don't nullify effort; they transform it. Work is still work, and passion requires commitment to flourish. And that is exactly what the team did. After many years of research and testing, the project evolved into what it is today.

At 1stAve, we are always interested in projects like this, where expression is at the wheel. Gaviota's branding and visual system is the result of where we've been, but also what we are not. Irreverent but smart, like doing an ollie in a suit.

Design-wise, we used every tool we could think of: illustration, photography, generations, layout, color, and even designing a custom typography: Gaviota Sans. The outcome is a multi-flavored shake of everything that is amazing. Sip slowly, as it might give you a brain freeze.